Here’s where I saw the story: http://www.etsy.com/blog/en/2012/noted-the-invisible-bicycle-helmet/
Quote from the article (emphasis mine ~dmiwench):
“So the Hövding isn’t exactly invisible, but what’s great about Altin and Haupt’s design is that it addresses human vanity. “Few casual cyclists in Europe wear helmets and I was jealous of how chic they looked with their hair flying free,” wrote Dana Liebelson in her report on the helmet. “So I, too, ditched my headgear. The first and only time I got hit by a car on my bike, I wasn’t wearing a helmet.”
Don’t get me wrong – I think Hövding is a great idea. It appears to work exactly as advertised and protect the heads of cyclists in accidents. I’m all for that, and best wishes to the designers. I hope they do well.
What makes me roll my eyes is the fact that someone had to design a $600 thingy because humans are so damn vain they’re willing to risk their lives to look “chic”.
Humans, what the hell is wrong with you?