GoPro Karma

Well now we can stick a name on the tail of the GoPro donkey. The company has an email list to sign up for news and to potentially win one of 100 being given away https://gopro.com/news/karma-is-coming-in-2016

Do they mean they had to make one as it was karma or do GoPro think they can get back at DJI who now use in house cameras.