No cricket helmet?
I think for a bicycle helmet, your test is not realistic. In case of a bicycle accident, your head would hit the ground hard at a much higher speed than a cricket mallet hit by hand. There will also be twisting of the the neck at Impact which your test does not replicate. Does not look very convincing. Sorry.
From the video, I got that this is merely to show its ability to take low speed hit and stop the brain rattling about, something, an esp liner does not do(as the video explains, not enough force for it to compress)
As far as I can see he has in no way claimed that hitting it with a hammer/bat is replicating a full on high speed accident.
With George designing and building military spec ballistic body armour, I'm sure he's done a lot more testing than a hammer tap before thinking. "Yes this is better I'll tell the world". Like all good product releases, show the info in bits and drabs to get the publics interest up. Don't release it in one hit and people forget about it a week later.
Build the hype.
Also are you claiming an esp bike helmet prevents the neck from twisting in an accident? I've fell of my bike a fair few times, and I'm confident in saying it does not!