This is genius, how come no one thought of this before, it is cheap, provides more safety for bicyclers and freaking looks like tron bikes!
This guy deserves to make money.
Still, this is a pretty neat addition to this increasingly crowded bicycle light accessory space.
When driving in my car at night, I would occasionally notice some bicycles with reflective strip around the tires. Car headlights just light them up, making it very easy to see a bike from the side. I finally found that many Schwalbe tires have this reflective strip (e.g. http://www.peterwhitecycles.com/schwalbe.asp third paragraph).
I saw a bike the other night with a half-dozen or more of those in-spoke reflectors. Very visible in headlights.
It easily dismisses the need for the nori lights however good lookin those are.