Interesting choice of first words for an IPO prospectus.

Not a social media company.  Not a tech company.  Not a networking company.  Not even a communication company.  A camera company.  

Not an obvious choice when you look at the comparable company trading multiples: Eastman Kodak, Nokia (N90), Polaroid, etc.  And compare that to the public trading multiples generated in recent years by the social media stock price bubble.

Maybe it is apt after all.