I just bought one of these to see how it works. The story in a nutshell (as I understand it) is this:
Man looses son to WW accident involving head injuries. He goes on a crusade to create the safest helmet possible, designed specifically for whitewater. He creates a company (non-profit?) for his project called "White Water Research and Safety Institute" (WRSI) In conjunction with a bunch of enginerds from fancy universities, they create this new one-size-fits-all helmet. They are selling it at or very near cost of about $60-70 (cheaper than all but the most ghetto helmets). Anyways, I ordered one to check it out. If anyone is interested, check out http://www.whitewaterhelmet.com
I found it an interesting site, and I'm very curious to test drive this helmet (I spend lots of time dragging my head down the bottom of rivers due to my weak kayaking skills). Also good price for extra helmet for rafters, teaching new boaters, etc.