MALMO, Sweden, - A Swedish company is marketing an alternative to bicycle helmets -- air bag-like neck rolls that inflate to cover a cyclist's cranium during a crash. The masterminds behind Malmo-based Hovding said the concept was dreamed up by two college students seeking an alternative to traditional bike helmets and the air bag collar resulted from seven years of development and testing. The Hovding collar zips onto a cyclist's neck and, once the activator is snapped, it checks 200 times per second to ensure the rider is not falling. The internal accelerometer and a gyrometer sense when helium gas...