The DSLR market is dropping year after year. I think they are at a crossroads and really do not know where to go from here. They probably see all the GoPro action stuff making it on youtube etc and decided to try and 'join them'. Rather than divesting and diverging into other realms they will probably realise in a few years that focusing on their core products and doing them damn well is what will make them a good company, rather than splintering off and trying to create to many products to get their toes into the water of all the different markets.