BMW & KTM develop neck protector

I was excited to see a recent news article saying that KTM & BMW are jointly researching/ developing a innovative neck brace/protectors for motorcyclists. The link to the article on webbikeworld.com is here:

Webbikeworld.com Article.

From the picture, it looks an excellent solution to providing protection and not limiting movement.
This is obviously a very complex project that requires extensive research, and is only affordable by big companies with deep pockets - especially when you consider the implications of liability etc.
So why are they spending money on a project like this when thier business is making motorcycles?

Sad to say, the answer is simple.

KTM have had a tragic period with at least two of their works riders dying in events in the last year. Also BMW are very much into the adventure touring sector of motorcycles. It makes sense that bad publicity of crashes will affect sales - directly and indirectly - so a device that can protect and prevent the most hazardous of injury to a rider has to be a GOOD THING!
Don't get me wrong, I absolutely applaud the move by BMW and KTM, which will benefit riders and motorcycling in general, when it comes to market.

My business is involved in motorcycle protection products, and we would never have the resources to contemplate a project this big.