I wonder how strong the radiation was. If strong enough it dissociates and then by burning it gives back the energy... Looks like a fake perpetuum mobile...
Yes it's awesomeness reminds me of the Tcherenkoff light I once saw with my own eyes. It was a deep pool of a test reactor and I even asked the guide if I am allowed to put my index finger into the water. It was warm. I looked long and deep at the fascinating white-blue light in the water.
It is so awesome that no public relations work is needed. The thing speaks for itself and is so convincing.