Just a side note for those comparing these to GoPros's - this isn't a direct competitor to the GoPro; Polaroid already sell the XS100 which is actually a pretty

Just a side note for those comparing these to GoPros's - this isn't a direct competitor to the GoPro; Polaroid already sell the XS100 which is actually a pretty decent action camera - probably best bang for your buck currently (I have one and use it regularly; it's still very much first gen, rough around the edges but excellent where it counts). I think the cube is awesome for a fun, inexpensive little camera to stick in places quickly and just start filming without worrying too much - and at that price point you can buy a few and stick them in your car for a road trip, or hand a few out to friends when going down a slope; it's size, shape, colours and accessibility would be targeting even the non-action-sports crowd and there's a huge market of young skate boarders, soccer players etc etc. I only wish they would market themselves a little better, and also fix up the poor software that tends to be on / accompanies their products.