Nothing new
Try looking at Scan, CPC or probably 100 other places out there!
You'll find similar devices, with larger memory and (sometimes) tiny screens for playback.
Whilst this one is slightly smaller than most, you will miss all the 'proper' camera features that this lacks!
My interest in these small camera's is for caving, but I've yet to find one that will survive a 100m flat out crawl in semi-liquid, gritty mud in my pocket - despite all their claims of waterproof to 50m, rugged, etc.!