TechCrunch: GoPro doesn’t want to be known just as a camera company. Instead, per CEO and founder Nick Woodman, GoPro wants to be a lifestyle media company. To that end, the company is looking to cloud services to give owners an easier way to share all that rad action footage and build a new business based on content, not hardware. “GoPro has to build an iTunes type management system that just works with people,” Woodman said. “I didn’t realize that early on as a single guy. As soon as I became a dad I had no more time to manage the content. We are sort of leaving our customers in a dark forest.”