Navigon Who?

I was just reading latest Fast Company and came across an ad for a new (?) consumer GPS company called Navigon. The ad caught my attention because it showed what they refer to as Reality View instead of the typical 2D or 3D depiction of the map that we're used to from Garmin and Tom Tom.

The Reality View attempts to show you the upcoming road right down to lane lines and guard rails (not to mention cheesy background skylines).

This seems like a really cool concept, but the more I thought about it, it seems like it'd be pretty distracting. For example, in the image above, you are supposed to exit the road to the right. Well the arrow where you're supposed to be going is all the way to the edge of the screen and not something that I would be able to notice at a glance. Is that more easily read and interpreted than a standard 2D or 3D map?

Some of the other features of this GPS really do seem useful, like the included Zagat Guide reviews and free traffic information. Seems like pretty nice features for a $400 GPS.

If you're interested in seeing a demo of this product, check it out here. Watch the demo and then someone please tell me what the heck is up with the "Please Insert SD Card!" screen at the very end.