Still, co-founders Sergey Korzhenrvich and Yuriy Motin on Tuesday are opening an unusual camera shop on University Avenue in downtown Palo Alto. With venture capitalists and entrepreneurs tripping over each other on its sidewalks, the city is as likely a market for their pricey subscriptions as any. Korzhenrvich and Motin are convinced the showroom can help sell customers on the dream of unleashing an artist trapped inside all of us. "If you own a regular camera, you get the hassles," Korzhenrvich said. "In our case, you unleash your talent from inside. You believe there is a great photographer inside you. And you will know that ordinary and mundane is photogenic."