While I am a big fan of companies stepping out of their norm, Surefire really went all derpy with this.
Why do I think they went all derpy? Well, this light is $59.99 according to their website. That's twice as much as the Fenix E12, which has essentially the same spec's. I'd also have to ask, who is going to carry around a huge flashlight on their keys? Especially those who do not already have a really nice EDC flashlight?