Hövding krocktest

bike airbag?!? cool!

Volvo makes their cars with an exterior airbag for pedestrians. It would also probably also work for cyclists.

Just wear a helmet. That collar is less cumbersome?

it looks like a parliamentary wig

A helmet would provide no protection from neck injury nor to facial injury as would be experienced in the side and front falls. Some protection would be afforded to the impacts on the head, though we don't really know how much, as no organization creates or enforces bicycle helmet safety standards, nor tests them for efficacy. I would imagine something like this would be most useful to people who race in treacherous conditions, though most of those people are using full head helmets with neck support already.