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Spec wise it looks very close to the 5MP GoPro. The inclusion of a viewing screen actually makes it preferable to the GoPro, especially at this price. No chest mount though I'm sure something could be bodged
http://www.maplin.co.uk/hd-action-camcorder-626370
You can get a Hero 960 for £144 or the Hero HD (in helmet or motorsport versions) for £179 from Amazon since the Hero2 came along. Easy availability of spares and the myriad of mounting options mean I'd rather have the GoPro really.
I'm not finding that I feel the need for a screen - the wide-angle lens means as long as it's pointing in roughly the right direction you'll be fine. The batteries on these things don't last long enough to want to sit there reviewing footage on the unit either.
It also looks like one that they're selling in Decathlon - I think it was a Geonaute branded item, but that was more like £80.
That does look similar
http://www.decathlon.co.uk/hd-g-eye-720p-video-camera-id_8205872.html
Only 720p, no waterpoof case included, no LCD screen
Decent price though
sports persuits have the Drift HD cam on offer just now
They all look the same as the Swann Freestyle to me... http://bit.ly/KhP4DS