Everywhere in the world except for the US cycling as a mode of transportation is a common thing. Most of them don't ride at night wearing all black like the promotional images, but Volvo knows people ride their bikes and has decided that it wants to make those bikers more visible to drivers. Enter LifePaint. Is it in part marketing for their new car? Yes, but that doesn't make it less useful (as long as it actually does what it says). Be safe and share the road with cyclists of all kinds, even the non-glow-in-the-dark ones.