But this morning they're attempting to do just that, unleashing the new TG7VE, taking up the mantle of their excellent, yet pricey, TG3. As well as being what Sony claims is the smallest HD cammie in the world, you'll also find GPS for geotagging, as well as 16GB of memory for stashing 6 hours of hi–def goodies.
There's room for an additional 32GB via a memory stick, meaning you can store another 12 hours of your kids jumping into swimming pools or falling off horses. Once you've finished filming, there's also the chance to work out exactly where you captured that killer shot with Map Index – think Google Maps on your Sony Handycam.
You'll be able to snap 4MP stills too, plus spy them all back on the 2.7in LCD screen. It's due to land in May, with a massive £850 price tag. So way more than the Flip Mino HD though.
On sale: May