Most clean-air technology is sold on big promises. We'd rather earn your trust a different way — by being straight with you about the science, the limits, and exactly where our system delivers real value. Here is the honest case, criticisms included.
Air quality is a field crowded with overclaiming — devices that promise to "purify" whole streets, products that quietly avoid the hard questions. When experts hear those claims, they switch off, and they're right to. So we're doing the opposite. Everything an informed sceptic might say about this idea, we've laid out below in black and white — alongside the honest reason we believe it still works. If you're going to back this, you should know exactly what you're backing.
The honest truth: correct — and we don't claim to. Outdoor air is constantly moving. A single unit cleans the air passing through it, but more air flows in behind it. One purifier on an open street, on its own, would make very little difference. We agree completely.
Why it still works: because the product isn't one unit — it's a continuously-operating network across a defined area. This is the difference between treating a point and treating a zone. When many units run constantly along a corridor, the air that flows in to replace cleaned air has often just passed through, or near, another unit. You're no longer fighting replenishment with a single filter; you're shifting the whole local balance between how fast pollution enters an area and how fast it's removed. The result is a measurably lower steady state across the zone — never zero, but genuinely lower. This isn't theory: the closest peer-reviewed study (Hong Kong, 2024) found that a corridor of units, spaced closely together, produced a real, measured reduction — and that tighter spacing produced a stronger effect. Area treatment works. Point treatment doesn't. We build area treatment.
The honest truth: true, and it's the most important limit to understand. Fine particle pollution (PM2.5) comes in layers. Some is local — from the traffic right in front of you. But a large share is background (blown in from other regions and countries) and secondary (formed in the atmosphere as gases react, often miles away). No roadside system — ours or anyone's — can remove pollution that's continually arriving from hundreds of miles away. There is also an irreducible natural floor of sea salt and windblown dust that no local technology can touch. So our effect on total street-level PM2.5 is real, but limited. We will never drive it to zero, because that is physically impossible.
Why it still works — and this is the part that matters: the fraction we can't remove is the least harmful part, and the fraction we can remove is the most harmful part. The background floor is largely benign sea salt and natural dust. What our units target is the toxic, locally-generated fraction concentrated at the roadside — combustion soot, brake and tyre particles, the metals and reactive chemistry that actually drive heart and lung disease. We're not trying to remove harmless sea spray. We're removing the dangerous particles people are breathing at the kerb — which also happen to be the most local, and so the most removable. The limitation and the strength are the same fact, seen honestly.
The honest truth: roadside nitrogen dioxide (NO₂) is falling over time, and the shift to electric vehicles will help further. If tailpipe NO₂ were the only problem, you could argue it partly solves itself over fifteen to twenty years. We won't pretend that trend doesn't exist.
Why it still works: three honest reasons. First, the timeline fails the people breathing the air now — full fleet turnover is fifteen-plus years away, and a child with asthma on a polluted street today can't wait until 2040. Second, and decisively, particle pollution does not go away with electric vehicles. Much of roadside PM2.5 comes from tyre wear, brake wear and road dust — electric cars still produce all of these, and being heavier, can produce more. As the NO₂ problem slowly improves, the particle problem becomes the lasting case for clean-air technology. Third, the hotspots that remain are the hardest ones — the stubborn street canyons where the easy measures have already done what they can. Those are exactly the places that need active intervention, not just patience.
Here's the good news we're most confident about. NO₂ — the pollutant officially recorded as a cause of death in Ella Adoo-Kissi-Debrah's case, and the one councils are legally bound to reduce — is largely a local pollutant. It's emitted by the traffic right there, it concentrates at the roadside, and it responds to local treatment. That's precisely why the Hong Kong study measured its strongest reductions in NO₂. Where the pollution is local and concentrated, a roadside network can meaningfully bring it down — and NO₂ is the pollutant policy cares most about. Our strongest scientific ground sits exactly where the political and health priority is highest.
Notice what runs through every honest answer above: we never ask you to believe a number. That's the whole point of our design. Every single unit measures its own effect — pollution levels at the intake, at the exhaust, and at an independent reference point — continuously, and in public. We don't stand in a room claiming a street-level reduction a scientist could dispute. We measure whatever the real effect is, on your street, and report it honestly — good or bad.
This is why the criticisms on this page don't frighten us. If a critic says our particle effect will be modest, the monitoring will show exactly how modest — and we'll have been the ones who said so first. If the effect is strong, the data proves it. Either way, the truth comes out in numbers, not promises. Cleaning, proven by monitoring. It's the principle that defines the product — and it's the reason we can afford to be this honest.
NO₂ is a local pollutant, so we can meaningfully reduce it at the roadside — that's our strong ground, and it's the pollutant policy cares most about. Fine-particle pollution is harder, because much of it is regional background and secondary particles that constantly replenish — so our street-level particle effect is real but limited, and the part we can't remove is the benign natural fraction while the part we target is the toxic roadside fraction. We don't promise to scrub the street. We clean the air at the roadside, we prove with live data what that achieves, and we're honest that no system on earth can remove pollution entirely. If that sounds like a company you can trust, we'd love to talk.