I've added a couple of Knogs to my lighting system to, hopefully, add some side visibility. I wrapped the red one around my rear hub and the white one on my fork. The red almost gives the impression that I've got a glowing red disk wheel. I tried it on the front with the white, but it tended to blind me each time the light came around. The light on the fork does light up the front wheel.

Not quite the same effect as the down low glow, but a lot cheaper.