When I started reading though... it's a neat idea with "meh" execution. It takes round photos and you have to rotate the device to zoom in and focus? What?
It makes sense in a way that the photos would be round, by way of the fact that the screen is circular. Granted, one could scale a rectangular frame within it for previews and while taking a photo, but then you're left with a potentially super tiny window.
The phone looked good but it seems to be made for a market of steampunk fans and cosplayers. Not sure how long it will be around with sales of about 100 per year worldwide at that price.