It's water soluble and lasts a week, from that page. Gimmick. Can't see anyone buying a can and spraying their bike every seven days.
looking at the availability on amazon [2], seems it was developed for using on horses, which makes it easier to understand the application method.
I've had good success with reflective tape / stickers on my bikes.
[1] http://albedo100.co.uk//product/light_metallic/lm_permanent_...
[2] http://www.amazon.co.uk/Albedo100-Reflective-Spray-Horse-Pet...
Used to cycle to work along the Victoria embankment. Scary, scary experience, every time. If people aren't throwing shit at you through their windows or hitting you in the kidney with a wing mirror, it's because they're distracted by their phone.