I have been using a motocycle to work for the past one year and wished for relevant information to appear on my helmet's visor. It's quite distracting having to glance down to look at the speedometer while having such information at the corner of your eyes is faster. There's no need to fill the whole field of view with unnecessary icons(like the randomized patterns in the tests).

I remember in the final scene in the movie Mission Impossible Ghost Protocol where the heroes were chasing the bad guy in a car. For some reason the car they hijacked has an AR map that projected it's content across half of the car's windscreen. Now, that's distracting!

However, I can see this experiment is still useful because it shows the danger of having random stuff distracting you while driving- i.e advertisement. I firmly believe that ads, especially animated ones, must always stay out of the AR tech when driving. I won't be distracted by static, relevant information like the speed and fuel level indicator because I know where they are and what kind changes to expect. Ads, in the other hand, are specifically designed to attract your attention to it. I nearly had two car accidents because of radio ads using the sound of car crashes that startled me and made me slam on the brake while driving down busy roads. Needless to say I stopped listening to the radio since.