, CXaCamera makers have found they need to separate their new products by appealing to certain markets.
Pentax bring its cool gadget, the compact Optio W60, an update of its waterproof cameras, even deeper underwater to find customers. You can take the 10-megapixel camera as deep as 13ft.
Once down there, you can use the Optio W60's zoom lens, which increases five times, from 28mm to 140mm, for a range of photos.
Since the zooming mechanism is sealed inside the Optio W60's compact body - 3.9 x 2.2 x 1in - it is also great for use near your mud-covered kid and in a 14º chill.
A high-sensitivity setting takes advantage of whatever light penetrates the murk, and as quarry slither by, the action can be captured on 1,280 x 720-pixel video.
Two images can be put together side by side right in the camera, useful when you want to shoot sweeping landscapes with this cool gadget.