Kit and Knucklebucket raise good points, but I guess it would al depend HOW you hit the road.
If it was head first, I'm sure a conventional helmet would slide on to help the rider.
But if the body hit first, wouldn't that SuperSkin help to lessen the bounce and twist that normally occurs (as the video shows)
I would assume that the moveable skin would not 'grab' the road as Kit and Knucklebucket suggest, but cushions the impact somewhat.
From what I can gather from that article, it doesn't say what the membrane is made of (we are only assuming it's some type of rubber), andit is not actually stuck to the helmet, more just stretched over it and fixed at the edges.
If that's the case, if it did 'grab' the road it would more than likely shred off rather than tear your head off.
Like all things new, it will eventually come down to price for the consumer.