Very costly for a small-sensor camera by 2015's standards: Actually similar in price to an entry level APS-C mirrorless or SLR starter outfit if you shop around. But besides the weatherproofing and GPS, it does offer some unique features: Minimum focusing distance is 1 cm at all focal lengths! The old Ricoh GX100 came close, but Olympus ups the ante with the optional LG-1 ring light attachment and (JPEG-only) in-camera focus-stacking mode.
Not going to claim these are particularly artistic photos, but they're uncropped examples of how close 1 cm can be (flowers were a bit further away, but not by much). Olympus raw files processed in Olympus Viewer 3:
iPhone 4 Retina display: