I hadn't watched that video before, but yes, it's fascinating.
'Less tan 1% of Dutch cyclists wear a helmet, yet they have the lowest incidence of cycling fatalities.'
It's part of their way of live. He says, 'While cycling they dress for the destination, not the journey.'
I lived in the Netherlands for a couple of years - and it really is cycling heaven. To be honest, while there you take it for granted after a while, and the only real chance of an accident is your own stupidity (like my cycling into a major roadworks hole!).
It's only when you go somewhere else and compare back, that you realize just how good it is.