I've seen plenty of strange cycling stuff over the years, from Skid Lids to magic lasers meant to provide your own personal bike lane. But this helmet ranks near the top in terms of sheer goofiness.
First, be very afraid. "Six out of ten" bike crashes occur after 4PM. (And the majority of all cycling crashes occur in summer months when the sun goes down - what? - later than 4PM?) So if you wear this lighted helmet, maybe it increases the magical powers inherent in styrofoam and plastic.
In some circles, nothing says "dork" more effectively than wearing a helmet, but in this case, anyone wearing this uber-dorky model deserves to get beat up by some smart aleck math nerds in thick glasses.