So, we learned two things today. Firstly, Will.i.am is able to attract quite a media scrum, and secondly, national press photographers have sharp elbows. Nevertheless, we braved the London debut of the Black Eyed Peas star's i.am+ iPhone accessories and fortunately came away with more than just Elephunk-sized bruises. We got some brief playtime with the gadgets, plus an interview with the CEO of Will.i.am's tech venture -- none other than Chandra Rathakrishnan of Fusion Garage fame (or notoriety). If you're wondering if we asked him why anyone would spend upwards of £199 ($315) on a wide-angle lens attachment when a really decent alternative can be had for a fraction of that cost, then hopefully the video and early impressions after the break will satisfy your curiosity.