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Available accessories include:

Waterproof case and suction cup mount Handlebar mount Helmet mount

This is absolutely a GoPro competitor whether Polaroid are competing with their own lineup or not.

I do agree that they're going for a more casual angle than GoPro with the marketing and presentation, though.

I think GoPro are in an interesting place - they have an extremely strong brand, but "plugged-in" budget-seeking enthusiasts will seek out wallet friendly clones like the SJ4000 while the casual market is inundated with name-brand options at a lower price point.

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