I am also wondering why they neglected the windows in the video clip. Might be a problem with transparency of the film, or a difference in the nature of the film adhesion to regular paint and glass. It is a pity that they did not provide any data on mechanical stability and film degradation. Without this data, I still do believe that this is a PR thing. Alas, it is wired.com.
It is not transparent.
Check out the ars technica article - the UED video at the top shows work boots frosted over with the stuff. http://arstechnica.com/gadgets/2013/03/the-internet-demanded...
Reflectivity of paint is another concern, like how rain x does to windows in that while it looks clean there are discernible patterns of dirt there. Is this totally clean or can you see the residue of fine particles?
Remove wipers and you have the issue that if someone failed to get a re-apply the effectiveness would diminish over time.
That said, in the UK (London) it looks everybody use hand carwash, so maybe there.