Cool product. Sadly I don't think it would make a huge difference in London, as even the examples shown in their video suggest that the driver saw the cyclist but crossed their path anyway. I find London drivers (and pedestrians) see cyclists ok but are very poor at judging a cyclist's speed and stopping distance. Also a big part of getting around in London is about aggressively claiming space and navigating obstacles, drivers are far more concerned about collisions with other cars and large vehicles and are quite ok with pulling into the path of smaller vehicles and assuming they will stop.