GoPro cameras. Synonymous with jumping out of things, riding down stuff and hurtling along in a helmet - all while capturing prime YouTube fodder.
But at $15,000 (£9,768), you're not going to want to go bungee jumping with the company's new Odyssey camera.
The cause of that cost is that the Odyssey isn't one camera - it's got 16 Hero4 Black cameras housed in a rugged circular case, offering 8K stereoscopic content capture. In English, that means it can capture incredibly good virtual reality content, like this.
Using the Google Jump VR platform, the Odyssey is able to stitch together the footage from all 16 cameras into a single video.
On the YouTube format above, you're able to 'scroll' around the footage, like a live version of Google Maps. With a VR headset on, the viewer will be able to look around as though they were standing in the spot the Odyssey captured the footage from.
With a host of VR headsets set to hit shelves in coming months, there's a growing need for more VR-ready content to tempt consumers into buying the new tech. GoPro will be selling its Odyssey to 'professional content makers' at first, joining the likes of Nokia and its new OZO VR camera.
So grab your seats and your headsets; the VR revolution is about to begin.