joined by david baker of san francisco chronical and john schwartz of reuters. what do you think of my rule? >> i think it's a good rule as a whole, but it's missing part of the story. also one correction. i didn't finish my thesis at san francisco -- >> there you go. >> what is unique is the software approach. so it's a camera that shoots, as you mentioned, everything around it but then the magic really happens on the software. so the camera takes a bunch of the data, right? everything that happens around you so you don't even have to point the camera and then in our app you can with a slide box change where the camera is pointing. >> fantastic. you do it later. you can tell the software if you have your dog running around the yard, you tell the software, follow the dog after you have shot the video. >> exactly. it ends up being so simple to capture great video that people have mounted it on their dogs and that's been previously impossible with regular cameras. that has enabled the hardware and software. >> i promise the only question i will ask about go pro --

our reporters from barons john schwartz and david baker from the san francisco chronical this week onning, everyone. i'm scott mcgrew. i have been covering silicon