Seize the moment is the moto.
I think a few have missed the point.
DJI is hoping that all spark users will be using their smart devices to fly. They want spur of the moment and not mess around looking for props, setting up controller or editing 4k vids. This is why they have sold it without the controller, 1080p@30fps, and why they have the 4 new quick launch modes - dronie, helix, orbit and rocket. They are trying to discourage you from using or carrying an additional controller.
The camera is actually a 2 axis camera with electronic stabilisation. What this means is that is could be filming in 2.7k and the software is cropping back to 1080 and possibly horizon fixing on the fly and as a result it could be better than 3 axis.
The money on the spark is the fact that it doesn't look intimidating and you could squeeze a shot where you never attempted with a mavic or phantom due to its size.