Consumer image/video processing is one of the few applications where requirements of low cost, high performance, and tolerance of poor software support and low reliability converge. It makes a lot of sense that StarFive would target that application. Most of the SoC vendors from China are competing in this same space, like Allwinner, Rockchip, Goke, Ingenic, SigmaStar, Ambarella, Fullhan, Xiongmai, etc.