Alleged 4k resolution
Interesting frame rates
small form factor
Macro focusing
I think this effort was more of "hey look how cool we are, we can mod anything!" which is what the company specializes in..
"Camera support product specialists View Factor have used the GoPro Hero to showcase their camera modification skills and created the Novo: a heavily customised Hero 3. The result is a more controllable device, which uses custom geared C-Mount lenses and has a much greater degree of control over all aspects of the camera."