They've been around for some time, making/badging pocket calculators, wireless weather stations and the like. Their £50 cameras have been sold by qvc and the on-line "boys' toys" shops. I'd like to think I'm not a photo-snob, but these strike me as rather well made objects that others produce as plastic disposables. They have few controls ( definitely 'point and squirt' ) and whilst they may give good party prints, the same money could probably buy a better bargain with a well known photographic name on it.( IMHO )