For a closer look at how FlexAll cushions a crash, launch the slideshow by clicking 'View Photos' at left

During a race on Virgina's Richmond International Raceway in 2003, Nascar driver Robby Gordon lost control of his car as he roared into the pit at 55mph. He smashed sideways into the concrete slab that separates the crew from the pit road and wrecked his car. Luckily, he didn't do the same to his body. Had he hit the divider head-on, the collision could have transferred a 100G-force jolt to his body, more than enough to kill him.

Humans naturally have the power to remember almost two bits of information per second, or a few hundred megabytes over a lifetime. Compared with a DVD movie, which holds up to 17 gigabytes, that´s nothing. Worse, you might easily recall the 40-year-old dialogue from Hogan´s Heroes yet forget your mom´s birthday. Or memorize reams of sports stats while spacing out on work you completed just last week.

It´s a problem that´s been bothering Gordon Bell for almost as long as he can remember.