Hi guys, Emily here.
Some very interesting points here and I'm sorry if points have been miscommunicated. Please can I try and set the record straight on a few of them.

Re. The brightness of the light: At the minute you are right, BLAZE is not a 'to see' super high-wattage light for use off-road, it is a 'to be seen' urban light for use on city streets. We are looking at developing a brighter for people commuting out of the city, but this will require a far larger battery.

Re. Dangers of riding into the blind spot: We completely understand and agree that by far the best way to stay safe as a cyclist is to not put yourself in vulnerable positions and to not take risks, for example undertaking large vehicles. That being said, in London as a cyclist, you will certainly and unfortunately find yourself in the blind spot of large vehicles when cycling in a cycle lane that allows you to travel faster than the traffic, for example. Or when a vehicle overtakes you and then later slows, they don’t know where you are behind them. I have been speaking to bus and HGV drivers, the police and driving psychologists on this scarily frequent scenario. A bus driver explained that you often have cyclists on their inside due to no dangerous riding on their part. Even once they’ve seen them, it is hard to keep track of them around the vehicle. Even with the extra mirrors (typically 6) it takes a few seconds to check them all properly, which is plenty of time to miss a cyclist in one of them.
I believe someone who is interested in BLAZE, a product with such a strong message of cyclist safety and improving visibility, will not be the kind of person who puts themselves in a risky riding position intentionally. That being said, we will be sending out a message with the product to encourage people to ride safely and if anything be MORE aware of blind spots and other vehicles limited visibility.

Re. Seeing the projection: BLAZE is designed purely to increase your chances of being seen, and in time. Above and beyond a normal light. It increases a cyclist’s otherwise small footprint and gives them a presence AHEAD of their current position, warning road users ahead that they’re coming through. And pedestrians! So many times I’ve had someone step out through slow moving traffic into my path, probably not hearing my approach.

Re. The projection distance, 4 -6m is what we recommend as that’s just over half a bus’ length, so if you were alongside it, in its blind spot, the projection would appear out ahead of their cab. Their windscreens are completely vertical, so the road immediately in front of them can be seen clearly. You are of course right that a car can see less of the road immediately around them and if you worry more about cars pulling out in front of you, you may prefer to fix it projecting further. I agree people won’t be looking at the road for danger signs, but they can’t help seeing a flashing green symbol. It sounds daft, but it’s attached to a moving vehicle and once you see it it’s intuitive that it’s attached to a bicycle.

Re. Classifying the laser. It is the entire product that is classified, not the module, which is more powerful that 1mW. The lens is fixed across the aperture of the module and disperses the light to make it safe to human eyes.

Re. Legality of using the green light as a bike’s headlight. Just to clarify it is a white bike light first and foremost but also has the green laser as an added feature.
Thank you so much for everyone’s engagement and comments! If anyone has any further questions I’m happy to answer them.