I'm curious how they settled on the square shape, instead of a traditional photo frame shape. I know they're differentiating. But If I were to replace my Aura frames (we have several), I'd want a different aspect ratio.

Maybe i just need a $300 iPad Mini....

It is an interesting format. When I first saw it I wasn’t too sure but after seeing it a bit more I actually don’t mind it and perhaps prefer it to a rectangular shape.