Everyone assumes that it's only the camera module that needs to be updated, but forgets that it's the image processing hardware circuits that make DSLRs and iOS devices produce such gorgeous images. This, in a nutshell, is why USB webcam makers can't compete: they aren't willing to raise their price by $50 to incorporate a real image processing chip that's able to handle the sensor adequately, and their software is crap because it's bargain-basement and hacked-together to avoid the hardware spend. Imagine if we could purchase Leica and Nikon and Canon webcams, with the ability to use DSLR controls to set them up, and then have them just produce gorgeous photos at any time. So far, Apple is the only webcam maker that's taken it far enough to earn praise. It's really unfortunate.