And now, as it aims to go public, lifestyle imagery and the aspiration to obtain it are becoming a clearer part of its business. Last October, GoPro inked a deal with Virgin America to show videos shot on its cameras to passengers. In January, that was joined with the aforementioned plans to launch a GoPro channel on Microsoft's Xbox console, where players can even buy cameras and accessories straight from their couch. And according to GoPro, the company plans to start making money off those partnerships with advertising and sponsorships this very quarter.