This light illuminates the rider's legs as they pedal, to make it easier for drivers to realize "oh, hey, that's a bike up there, maybe I shouldn't drive into it."

What a nifty idea! Of course, almost getting hit and possibly injured/killed gave him a great incentive to invent something. Now, if they would only invent something for runners or walkers at night--most current devices either reflect light from a vest or are light sticks. I know walkers/runners aren't supposed to be on the roads, but I've seen walkers/runners very near the road because of a bad sidewalk or lack of sidewalk that as a driver passing them, I would have liked to have seen them more clearly until I was almost on top of them, only missing them by a few feet because they were basically on the shoulder of the road. Maybe this could somehow be adapted to walker/runners.