The RoadID is a private company. They also make dog tags and various other ID devices. I doubt EMS can get into your phone if the police can't.
I only found out about the sale because I had started to purchase, never finished, but had left my email there. You could do the same and get an alert when the next sale rolls around.
I got the black one because it's a bit of a pain to put on so I leave it on all the time and I didn't want it to be too obvious. But I readily admit that will make it harder to see, especially in the cold weather when I'm wearing a jacket.
Mark