GoPro started out selling their camera in ski shops, bicycle shops and water sports outfitters and developed a strong user base by marketing to the extreme sports crowd. Several years ago my daughter, who is a pro freeskier, was talking to me about the GoPro camera and I had never heard of it. I started a thread in the forum asking about it and nobody at the time had heard of it either and the general consensus was to stay away from a product that was being marketed completely outside of the normal photography channels.
Well, everybody knows Go Pro now and wants a piece of the action so it doesn't surprise me to see another sports cam try to get out there. In all honesty, judging by the promotional videos Ricoh has put on YouTube, their action cam is really second rate to GoPro. As mentioned, it really isn't available. GoPro is available EVERYWHERE! Walmart, Target, ski shops, motorcycle shops, kayak shops, and I can go on. I photograph motorcycle racing and I see them in every race.
The folks from TomTom have their work cut out for them!