It was developed out of the company's experience with motorcycle automatic oilers...you know...the adventure bike crowd that tours through the Sahara for three months and forgets their bottle of oil that can be used in the engine, the transmission, etc.
But hey, if you've already bought the airbag helmet from Sweden, this makes perfect sense.
And there was that ProTour racer that won the stage last week with a $150 CeramicSpeed brand chain that was "hand infused" with Teflon and had an effective life of 300 Km and saved 3 Watts...so I guess we all need to start ordering CeramicSpeed chains.