Saw this video doing the rounds and assuming it's legit, my first thought was how it would work with mountain biking applications. Completely repels water and mud:
Clothing seems the obvious first application, but going beyond that, what about bikes themselves? Repelling oil wouldn't be great for the drivetrain obviously, but how do you think it would work with frames? Really tempted to buy some and have a play but don't want to spend whatever the equivalent of $150 is without some second opinions.