Basically an advert for a dear helmet with some tracking device in it as well as a frame twixt bonce and polystyrene.
I tried to point out it was really an advert and that whilst a helmet might help going over the handlebars this was an uncommon way of coming off a bike,
The robot captcha did not like my sums which were correct so not sure my comment went up.
N.b. I wear a helmet, mostly, sometimes it is made of wool but mostly polystyrene. I just do not like move towards compulsion. There was an ambiguous line in the advert which was Helmets are still not compulsory in the UK.
The tracking device seemed to appeal to the coop director Alan who wrote the advert. I know him, he does long distances on his own so I guess that is why he likes it. It is called Angi
Angi + MIPS = Specialized helmet that costs more than the Aldi one.
There is a helmet wars thread or two on here. So this is not my point. My point is advert for helmets mildly disguised as blog piece