From Kickstarter (they've had the same concern):
"Attitude to Riding Safely: BLAZE does not make you invincible!! We are anticipating peoples' concerns that BLAZE will encourage people to ride more dangerously and take more risks, feeling 'safer' with BLAZE. Although we are confident that anyone wanting to buy a bike light with such a strong safety message will already be more than aware of the dangers of being caught in a vulnerable position and therefore would not take such risks, we will be sending out messages with the product to remind users to ride safely! In fact, we believe it will be a fantastic educator, it will make people think about the blind spot and consider their visibility."
Interesting, though I'm not sure it will actually do what it says it'll do... But interesting... I wonder if they'd want to loan out a prototype...