I hear you all on the hype of the whole thing.
Leon I think his past involvement with the lomographic society can be taken in two ways. yes LSI is geared toward hipsters, with sickening amount of marketing of cheap and some would say over priced cameras. But the pervasiveness of the lomo LCA and the LSI and the amount of film wasters they have created out of what was a communist relic, is something that is quite amazing. If we like it or not they are good for those of us who have a distaste for their marketing practices in that the more people who use film the better off we are.
Florian hasn't been directly involved with LSI since 2005 before allot of their greater mistakes, and has since created
www.polanoid.net , unsalable/polapremium (partnering with polaroid getting them to create film out of what they considered landfill) , polanoir (an instant film gallery space) as well as buying the machinery and retaining the professional employees from the Netherlands polaroid plant, that is some commitment to film and quality in my eyes.
Though yes I have said it before; If instant film became the new lomo it would be a shame... but better than loosing it to history.
ed: I think this announcement was pending and hyped due to sensitive issues regarding polapremium and their direct partnership with polaroid corp. but who knows no way to tell.
in the end...
I agree its hip to be square, and I am ever the pessimist but I'm happy somebody is willing to make an effort of producing instant film and I hope its successful and I hope its profitable.