Twenty four thousand is definitely out there but even twelve thousand will price it beyond the means of many. Many used bikes if not cars will fall under that price and unless gas is just astronomical it becomes a bit hard to justify its purchase. Its a great idea, don't get me wrong. However compared to existing transportation options its very pricey.
Safety wise, with good use of LED lighting one could make it stand out very well in traffic without blinding other drivers because its a bit diminutive for my liking.