(Disclaimer: I had a fair share of sucker punches with self-cleaning surfaces..) Approaches towards self cleaning surfaces have been seen in the lab since a long, long time: They range from photocatalytic concepts (e.g. TiO2/SiO2/polymer hybrid coatings for house paint) to surfaces with a mixture of -OH/-CH3/-F (hydro-/lipophilic and mostly repellent) end groups that can be produces by plasma treatment, and many more…
What if this were an option at a carwash? I use full synthetic oil because it allows me to increase time between changes. I would pay more for a car wash that lasted longer as well. If the problem is a need to re-apply, can you get a coating that could be sprayed across the entire car without a need to mask out bits like in the video?
I am also wondering why they neglected the windows in the video clip. Might be a problem with transparency of the film, or a difference in the nature of the film adhesion to regular paint and glass. It is a pity that they did not provide any data on mechanical stability and film degradation. Without this data, I still do believe that this is a PR thing. Alas, it is wired.com.