[E. von Hoegh]

Well... as of Sept 2012 Instagram has over 100 million users. Even if only 1/4 of them bought just one wheel that's 25 million wheels. I'd say that's a sizeable amount of film.

Which will cause a spike in film sales, no more. And the thingy isn't yet in production.

I wish someone would market a simple affordable good quality 35mm that would appeal somehow to folks, and give good photos - things like this and the lomography fad make a mockery of film.