I actually went to their booth do some 'inspections'... what I found out:
1-they have multiple lenses - currently 3 different type
2-they have similar accessories as gopro
3-they were selling them at $250
4-too many buttons
5-I asked for a demo but got a overly edited video of what the camera can do

I think gopro needs competition.

 this looks like a super shitty attempt at a go pro. its even got the same mount at the bottom and very similar latch for the case

 Fuck yeah! Zoom! Give gopro a run for there money