tOP pointed to this. I haven't played much with the app yet, but it's interesting even seen just as an exercise in striving for excellent and simplicity.
I love that his model was the Konica Hexar, that camera was a ray of sunlight. Another reach for excellence and simplicity.
Mattebox for iPhone from Ben Syverson.
(By the way, have you noticed how people talk in a particular way in promotional videos? There's a particular way they use the voice tones to make their points, I haven't really pinpointed it yet.)