From the press release:
Photographers can now easily preserve a normal view of people by not distorting their faces and bodies, as the plug-in straightens vertical lines. Fisheye-Hemi Plug-In uses almost all of the pixel data in that view with no loss of image resolution while displaying the intended composition and framing better than other un-warping programs.
If you’re interested in how the plugin works there’s a cool in-depth explanation from the guys at Image Trends on their website.
The Fisheye-Hemi plugin is the first plugin from Image Trends coming for Apple’s Aperture. Image Trends’ president and CEO Dan Sullivan says that the other plugins PearlyWhite and ShineOff are expected to be released within the next 60 days while some mysterious “other products” will follow them too. The plugin costs US$ 29.95 and if you want the plugin for Aperture and Photoshop you get a 50% discount. There’s also a free trial version of the plugin available.