Snap Inc. unveiled the third - and most expensive - iteration of the company's video-recording sunglasses on Tuesday.
The biggest upgrade over the first two generations is undoubtedly the addition of a second HD camera capable of capturing "depth and dimension the way our eyes do".
Spectacles 3 are priced at $380 - 2.5 times the starting $150 price point of the current generation.
Pre-order it here today to receive the Spectacles 3 this fall. The answer seems to be that Snap, which calls itself a "camera company", sees a strategic need to have a foothold in the content-capture business.
Snap has not reported losses on its second-generation Spectacles, but the glasses have also not been very popular with consumers.
Samsung has pretty much abandoned the low-priced Gear VR lineup, Google's Daydream platform isn't doing a lot better either, while higher-end headsets are yet to yield the tiniest of profits for HTC, but none of that is stopping Snap from betting big on another stylish pair of smartglasses.
And Snap isn't planning to produce a slew of Spectacles 3.
The new Spectacles, limited edition and with fewer produced than in previous versions, allows Snap to continue experimenting with augmented reality, a key focus for it.
Snap isn't exactly forthcoming with specifications on its new glasses.
After uploading the content to messaging app Snapchat, users can add new lighting, landscapes and three-dimensional effects to the images, Snap said. The Snaps also can be exported to the camera roll in circular, horizontal, square and virtual-reality formats. The full-grain leather case expands to safely store Spectacles 3 in its microfiber interior - and folds flat when not in use.
The stainless steel Spectacles 3 will retail for $380 and feature a futuristic design that comes in black and rose gold.