Pedal a bike backwards?

This just looks strange and uncomfortable. Maybe I'm just to ingrained into the normal pedaling stroke on the bicycle, but it would seem to me to be awkward to pedal backwards. Maybe they've made some change in the geometry move the seat further back than on a "normal" bike.

Innovar 2007 Prototypes: Bidaj, The Ride-Back Bike, via TreeHugger.