The saddest part of GoPro to me is that they own the Cineform codec. I love Cineform, and cried when GoPro acquired it. I liked it better than ProRes to be honest. Apple ProRes won because Apple. I worked for company (said company no longer exists) that was internally talking about purchasing Cineform way before GoPro, somewhere around 2008/09. However, this company was going to submit it for ISO standardization. It's a lovely codec, but it did not take off because it was always surrounded by questions of longevity. GoPro's purchase of it did not improve the longevity question, and made it seem Prosumer at best.