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Facebook’s first hardware product combines Alexa (and eventually Google Assistant) with a countertop video chat screen that zooms to always keep you in frame. Yet the fancy gadget’s success depends not on functionality, but whether people are willing to put a Facebook camera and microphone in their home even with a physical clip-on privacy shield.

Today Facebook launches pre-sales of the $199 10-inch screen Portal, and $349 15.6-inch swiveling screen with hi-fi audio Portal+, minus $100 if you buy any two. They’ve got “Hey Portal” voice navigation, Facebook Messenger for video calls with family, Spotify and Pandora for Bluetooth and voice-activated music, Facebook Watch and soon more video content providers, augmented reality Storytime for kids, a third-party app platform, and it becomes a smart photo/video frame when idle.

Knowing buyers might be creeped out, Facebook’s VP of Portal Rafa Camargo tells me “We had to build all the stacks — hardware, software, and AI from scratch — and it allowed us to build privacy into each one of these layers”. There’s no facial recognition and instead just a technology called 2D pose that runs locally on the device to track your position so the camera can follow you if you move around. A separate chip for local detection only activates Portal when it hears it’s wake word, it doesn’t save recordings, and the data connection is encrypted. And with a tap you can electronically disable the camera and mic, or slide the plastic privacy shield over the lens to blind it while keeping voice controls active.

As you can see from our hands-on video demo here, Facebook packs features into high-quality hardware, especially in the beautiful Portal+ which has a screen you can pull from landscape to portrait orientation and impressive-sounding 4-inch woofer. The standard Portal looks and sounds a bit stumpy by comparison. The Smart Camera smoothly zooms in and out for hands-free use, though their are plenty of times that video chatting from your mobile phone will be easier. The lack of YouTube and Netflix is annoying, but Facebook promises there are more video partners to come.

Portal and Portal+ go on sale today on Portal.Facebook.com, Amazon, and Best Buy in both black and white base colors. They ship in November when they’ll also appear in physical Amazon Books and Best Buy stores.

Deep inside Facebook’s Menlo Park headquarters, the secretive Building 8 lab began work on Portal 18 months ago. The goal was to reimagine video chat not as a utilitarian communication tool, but for “the feeling of being in th same room even if you’re thousands of miles apart” Facebook Portal’s marketing lead Dave Kaufman tells me. Clearly drinking the social network’s kool-aid, he says that “it’s clear that Facebook has done a good job when you’re talking about the breadth of human connection, but we’re focusing on the depth of connection.”

The saddening motive? 93% of the face-to-face time we spend with our parents is done by the time we finish high-school, writes Wait but Why’s Tim Urban. “It felt like punch in the gut to people working at Facebook” says Kaufman. So the team built Portal to be simple enough for young children and grandparents to use, even if they’re too young or old to spend much time on smartphones.

Overall, Portal could replace your favorite Alexa device and add seamless video chatting without building a new social graph thanks to Messenger if you’re willing to pay the price. That’s both in terms of the higher cost, but also the ‘brand tax’ of welcoming the data-gobbling giant with a history of privacy stumbles into your home.