Word is $499 for black (4k/30) and $399 for Silver (4k/15). It's an amazing price for 4k video (assuming the output is not over-compressed to the point of unusability). It'll be a camera that many pro's will keep in their kit for risky shots, tight spaces, or low cost aerials (octocoptors that can fly my Epic go for $10k+, you can fly a gopro for 1/10th that or less.).