The product site says these animated, illuminated wheel coverings were created for Indy racing, though we're not sure whether for ad space or for talking smack in mid-race. [Yes, it was for ad space - ed.] The hub-mounted unit uses LED lights to create patterns, images, words and animations inside a car's wheels, on a reflective strip attached to the caliper. The coolest part may be that users can download new designs and messages from the Interweb. [Thanks to Ryan for the tip.]
The ultimate car wheel personalization [TireTagz]