While there’s no guarantee that having an easy-to-use product will translate into commercial success, it definitely won’t hurt. (Think the iPad versus earlier tablet computers.) But Lily still has some kinks to work out.

On its YouTube launch video, Lily was asked if its gadget will be able to avoid objects it flies near:

At this moment, the Lily Camera does not have any obstacle avoidance capabilities (cost and design choice). We have found that most outdoor activities do not need obstacle avoidance because Lily can follow the user’s path. But again there are no guarantees that Lily will not hit anything while it is following you.

Lily costs roughly $500 during the pre-order period, but that price is going to jump to $1,000 after the period ends. That puts Lily on par with the latest offerings from DJI and 3D Robotics, both of which have more features—like live-streaming HD video—but perhaps a steeper learning curve for operators.

Taken from the Lily.
Taken from the Lily.
Image: Lily

GoPro, the leader in the look-at-me-I’m-doing-something-extreme video market, is reportedly working on its own drone system. Its cameras are also used in some of DJI and 3DR’s drones. GoPro’s device is likely to cost around $1,000 too, and have similar features to its established competitors.

While there aren’t any official details on what GoPro’s drone will be able to do, presumably its developers are keeping a close eye on the market, and how features in other products—including Lily—are received.

Lily did not immediately respond to Quartz’ query on when it expects to ship its drones, but its announcement shows that the market for autonomous camera drones is starting to take off. Watch this airspace.

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