This is at the moment a novelty phone. Whoever buy this a primary phone will have to live with the weird design when they are not using it as a camera and that will be hard to justify. For the camera lovers, maybe this is a second phone they would like to carry around on their travels. But won’t camera lovers prefer using a better point-and-shoot or even a GoPro, is what I have been thinking. The Kodak Ektra is a good idea that fails with its execution. I’m waiting for the Kodak Ektra 2.