Months after its original announcement, the Gear 360 is finally launching today in the U.S., but there’s a catch.

The Samsung Gear 360 will be available today for $349.99, but you’ll only be able to get it at VidCon, an online video convention that’s being held this week in California. What’s more, Samsung says that the Gear 360 will only be available “on a limited basis” there, so even if you are visiting VidCon, you might have to be quick to get a Gear 360.

As for the rest of us, Samsung says that additional Gear 360 availability will come later in 2016.

This is kind of a strange way to launch a new device, but Samsung could be trying to ensure that its new Gear 360 gets into the hands of capable, talented content creators first. Samsung’s hope would be that those people will crank out good 360-degree content and get people excited about the Gear 360’s full launch later this year.

In other Samsung news, the company today announced that it’s rebranding Samsung Milk VR to plain Samsung VR, which now supports user generated content.