I'm rooting for this company. I fully expect to see this or a similar device brought to the market by 2017. You can buy add-on backup cameras at Costco for a few hundred $$$ so this isn't far-fetched. It probably won't be as fully integrated with the vehicle as the Tesla (Tesla has room to improve their also) but it may reduce accidents and improve commuting for the masses.
I'd hope it also has the ability to sense approaching thieves, record, and cloud store videos.
I'd bet car manufacturers will be their best supporters.