A company named Neato Robotics is challenging iRobot's reign as the sole producer of robotic floor vacuums. Neato is releasing the Neato XV-11, which uses laser guided Room Positioning System (RPS) Technology. Wiredarticle points out some differences between Neato and iRobot's Roomba series of vacuum robots. Neato uses laser pointers to avoid objects in a room whereas the Roomba bounces off of them. Neato can also uses its mapping technology to determine the best way to navigate a room. There are also price differences. Neato retails for $400 while Roombas start at around $130.