GoPro today unveiled the HERO9 Black, which is the stylized name associated with its latest action camera; one that is debuting as the convincingly most affordable mainstream option for 5K video capture for virtually every consumer demographic in the United States.

Of course, this is still a device designed primarily for recording extreme sports and other such adrenaline-filled situations, yet at $499 and given its newly improved stabilization features and new lens modules, it certainly looks like a tempting proposition for even much tamer circumstances.

GoPro, for its part, appears to have gotten this year’s messaging spot-on, as the HERO9 Black is advertised alongside a memorable tagline promising “more of everything.” And it is pretty straightforward to see what exactly its marketing was going for, which is more than what could have been said of many past GoPro product launches, so we are more than eager to give credit where it is due right now.

If you happen to be a GoPro subscriber, you can even slash off an extra $100 off the HERO9 Black price, the company confirmed. Both GoPro and its nationwide distributors are now accepting HERO9 Black orders, though it may be a few more weeks until the entirety of the new camera’s accompanying lens portfolio also makes its way to the market.