As silly as the Helix seems and as unattractive as these are to me, I've gotta admit that it might actually work. The site has another picture that shows a stylish woman drinking her fast food coffee, wearing her huge sunglasses, and this is wrapped around her arm. Sure, I can see that.
Or this even:
It even sounds too good to be true with its magnetic charger that's built in as a portable charger. If you can bend it all over the place, surely it's durable enough to withstand people's drops and such, too, right?