> On the face of it, their main products in 2020 (i.e. action cameras) are barely innovative

The built-in software image stabilization on the Hero 7 Black is absolutely incredible. There simply isn't a competitor in the space that even comes close.

I've owned a HeroHD, a Hero4, and now a Hero7 Black. I have recorded countless dirt bike rides, mountain biking, downhill mountain biking ie. stuff that is incredibly bumpy, and with the onboard stabilization it looks like a walk through the park with the 7 Black. I thought it had peaked when I got the Hero4, but the 7 Black is just insane.