I have been watching that for a little bit now. I really just can't bring myself to like the size and shape of the light.
Also, based of the videos, the build quality doesn't look up to par with the NiteRider products around the same price. [edit: I just watched the video again, and I think it may be the semi-gloss finish of the housing that makes me think this.]
It also bugs me that in the video he states, "...powers three Cree LEDs, the most powerful LEDs in the world." I find this misleading.
With that said, I do really like their mount design, the flashing pattern, and the tilting head. Though, I have a feeling their light output is a bit inflated, I am considering backing this.