Bike helmets are sold on the basis of look, feel, and most importantly weight. Nobody is touting real safety. Compare motorcycle helmets, which come in two radically different safety standards: DOT, for harley riders who want something that is barely legal. And SNELL, for sportbike riders who actually want to keep their face on their heads after a crash. I have never seen a bicyclist with a full face helmet on the road. Bicyclists, like the harley riders, care far more about comfort and style than actual safety. At 50kph the asphalt doesn't care whether you just fell off a bicycle or a motorcycle. Please prove me wrong. Please find me a pic of someone riding a bicycle on a road in a snell motorcycle helmet. I have seen plenty of them in the downhill community, never among commuters.
My point is that this new material will not be used to make safer helmets. It will be used to make lighter and more stylish helmets that, like all the others, remain only slightly above the absolute minimum legal standards. That's the market.