Compared to other health threats in the US. Before the 60's and 70's, Asbestosis was a minor concern except for people with occupational exposure (e.g. asbestos miners). Much bigger and more pressing issues were polio, malaria, measles, and the like.
Once we became rich and healthy enough to care about it, we dealt with it. It was hardly an unknown threat, just a minor one.
As such, Asbestos was never directly marketed to consumers. Asbestos exposure was also limited because it's relatively narrow scope of usefulness. Asbestos was never a cultural phenomenon.
The extremely wide range of usefulness of nanotech means that it will show up in everything everywhere. Of specific concern should be anything designed to be airborne or directly applied directly on somebody. The product in question directly matches that description. Furthermore, this product is aimed directly at consumers, and the article even mentions how it is about to "revolutionize everything", alluding to widespread adoption and use.
I'd hate for something like this to be plastered over keyboards, door knobs, floors and countertops, sunglasses, shoes, phones, surgical equipment, dishes and silverware, headphones, cosmetics, etc... Those are the targets for something like this. You know, things you touch and use every day.
I'm not advocating we abandon nanomaterial research by any means. I'm hoping that it's widespread use and adoption doesn't outpace research of it's effects on humans given it's similarities with asbestos.