I would also wonder at the longevity. How will it hold up to rain, mud, wind and so on? How long does it last? Will it hold up under heat under the hood? I was thinking about the phone, does plugging in the charger and head phone wear the product off of the electrical surfaces? I assume it is conductive as well.
Awesome stuff though, how long before Columbia is marketing it on rain coats, back packs, tents and so on?