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Reel POV Cameras?

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Anyone ever heard of this brand before? Was browsing Pinkbike (MTB site/forum) and stumbled across this. Looks a lot like a GoPro, but has a built in screen and a more user friendly design. Decent price as well.

http://reelcameras.com/

 
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Not heard of it but I was contacted a couple of months ago by a company looking for resellers and distributors, I wonder if it was them…?

The company was established in 2011.
First REEL HD Slayer released in 2012.
Second run was at the start of this year.
They projected to have units in 200 “specialty” shops by June 2013 but the story ends there.
992 cameras are currently available online.

There are some big marketing claims that are straight out lies…

It is to be the first mass-marketed 1080p HD wide-angle point of view camera to include a built-in real time LCD with rewind, fast-forward, and pause and playback features.

It worries me when a company fibs this way, how can one trust anything else they claim?

First issue I can see the REEL HD Slayer having is fogging in that housing.
Likes:
Two SD card slots.
Changeable lens.
Price (if we can buy at US pricing)

The promotion strategy looks distinctly familiar. I certain I know someone involved.
If I’m right it means this camera has some merit since the person was involved with VIO, GoPro and Drift.