One of TikTok’s most interesting, beneficial effects is that camera companies have been reminded that, if products look beautiful, consumers are more likely to buy them. As smartphones started to eat the mobile photography category, camera companies focused further on their professional consumers, leaving only Leica to appeal to the style-conscious casual photographer. The problem with that is that Leica cameras are outrageously expensive, so even those with even moderate camera budgets couldn’t afford them.