All it takes is 45º
I remember thinking that the Sony clip-on to mobile lens type camera thingies looked a but cumbersome when they were launched a year or two ago. And I thought the same when I read the leaks about Olympus doing the same thing.
However, Olympus have got it. Clip the phone in at a 45º angle and a clumsy, awkward solution looking for a problem becomes very desirable indeed.
Just a few degrees makes the difference.