It looks neat. I've received a couple of e-mails from the about it, and have watched their video and looked at a couple articles on it on the web. The price is too high for me, but I do like the engineering and the break-proof engineering designed not to damage the device or the iPhone's port in the event of mishaps. 20 megapixel resolution on a 1-inch sensor would be really nice for a phone photographer, and the iPhone is already one of the world's defacto standards as far as operating system, port, interface, etc.. so I can see why they went with the device designed around ONE, SINGLE, unified platform instead of for multiple other types of phones from multiple manufacturers. And of course, there are a lot of iPhone users who are geeky and gear-headish, and will like this as an accessory and a cool-factor statement. But still...I'm not really convinced that this device will be successful; the iPhone 6 and 6 Plus already have good cameras and shoot good video, and they are small and compact whenever the phone is unencumbered; this thing just adds bulk and weight and adds another step.