I have a HUD in my car - it is great for navigation events and alerts. Turn arrows, street names and lane restrictions are all displayed when navigating. When not navigating it shows speed and alerts. Using the steering controls you can scroll through radio/media options. The image appears to be farther away than what is displayed in this product. That is a very important distinction. By appearing farther away you needn't refocus every time you glance slightly down to view the HUD data. This looks like a translucent screen right in front of the wheel. Not good.
They mention on the site that the image is focused into the distance. Perhaps the imagery they currently have is just poorly designed, but hopefully it's closer to your experience when it ships.
