Lensbaby has some new iPhoneography gear up on KickStarter and it's called the Sweet Spot or the Creative Focus lens... or the LM-10. Or something. But naming consistency aside what Lensbaby is offering is a single, tight area of focus surrounded by MASSIVE blur. Whether you find that directs the eye to exactly where you want it to be, or just annoys you no end will likely depend on whether you view the Sweet Spot as art or novelty. Either way, if it appeals to you and your photographic sensibilities, you can back it now!