The Wheelies fit onto the wheel. Motorcycle wheels commonly have five straight spokes, if that's the right word, so the Wheelies have five LED arms. Much better image than that presented on the "Owl" video. Competition might not be a bad thing. Since there is no established market, the more attention brought to the product the better.
If the things find an audience, there should be room for multiple players. Whether WM can find a place for itself in that or any other market remains to be seen.
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