Looking again, all the shots are from the side where the cyclist is very visible, I wonder how visible he is from the front and rear concidering the lights are on the rim, so are (at least slightly) blocked by the tyre.
Keep in mind that those are 700c rims with really small tyres. There will probably be a wider version for MTBs, but I dread to think what it would look like on a bike equipped with a set of 26x2.2+ tyres