In this Kickstarter era, going public with great new gear ideas and consumer hardware startups is extremely hot. GoPro is the latest American dream of a now self-made billionaire who had a great idea, believed in it and made the dream come true. Especially in the field of photography many gifted innovators are courting the photographer’s favor. It’s increasingly difficult to separate the wheat from the chaff. A latest entry promising photography heaven on earth: Light — Reimagine Photography.

Light’s maxime: “creative technologists on a mission to reimagine the art and science of photography.” “Technologists” refers to Dave Grannan, former CEO of speech recognition startup Vlingo which powered the original Siri, and Rajiv Laroia, former CTO of a tech company acquired by Qualcomm. Now they team up to kind of reinvent photography.

They already have some $10 million in the bank, but what Light really is about remains as cryptic as Mother Mary’s immaculate conception.

It seems pretty logical that the two Silicon valley veterans plan a hardware company. If they try to reinvent photography hardware a.k.a. the camera there’s a pretty rock road ahead. Or doesn’t Lytro ring a bell?

In an interview with Recode, Grannan explained what Light will do without really explaining what Light will do:

The last major technological breakthrough in photography was the move from analog to digital, when traditional film was replaced by a digital sensor. Creation and consumption of photography have innovated, incrementally, around this, but there hasn’t been a real ground-up change in the way we think about the photograph. We’re working on that.

Are they after an animated photograph? An interactive photograph? Since its invention the photo is a two-dimensional flat thing that hasn’t substantially changed over the centuries. What differentiates today’s technology from yesterday’s though is the ability to not just perform certain tasks, but to create products that are capable of “learning.”

The market has a booming appetite for experientally conceived products, says Grannan. “Those that can show real technological differentiation seem to be all the better off in this environment. We’re excited about that.”

Sign me up, whatever it will be.

For more visit Light.