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I imagine they are aggressively protecting IP and going after anybody else making bike / light / camera combos, entirely stifling improvements and lower prices.
They're no longer an innovator, but a VC-driven cash grab.
I hope their bike cameras record them saying something embarrassing at the traffic lights, and they cringe about it when they watch the recording.
£80 would be worth it, even if you'd be buying a new one each year when the charging ports & battery went fubar.
£200 though. Lozzles.