Eye-Fi has added a fifth member to its product matrix, the Pro which supports RAW format uploads, direct computer transfer: Eye-Fi's list of options is getting a little longer than makes sense for a simple product, but the distinction between Pro and the others is clear. If you need to upload anything but JPEGs, you need the Pro card (street $150, 4 GB, SDHD). Maybe professionals and plenty of amateur photographers prefer the loosely-defined RAW format (not a standard) in which the quirks of the image sensors aren't smoothed out. This allows better post-capture correction.
An additional feature found only in Pro is allowing transfers using the Wi-Fi ad hoc mode. All Wi-Fi base stations and some software found in operating systems or added on use infrastructure mode, which hub and spoke. Each station (a spoke) communicates via a coordinating access point (the hub). In ad hoc mode, however, all devices are equal players and there's no central coordinating point. (Ad hoc mode is also responsible for the ubiquitous Free WiFi networks you see at airports, because if you're not connected to a network and ever used an ad hoc network, you broadcast the ad hoc names under Windows XP and some other OS's.)
Ad hoc mode is useful for photographers, because it means they can transfer images directly to a laptop or computer they have with them without having to also have a gateway. Mac OS X offers both a software base station mode and ad hoc networking, but Windows only has ad hoc built in for direct transfers. One year of hotspot access is included at Wayport operated locations. (Eye-Fi says 10,000 hotspots, but given Wayport has merged into AT&T, does that mean that the 7,000 Starbucks and thousands of others are excluded?)
Eye-Fi also updated all its models to support Selective Transfer. With this new mode, any image marked as protected or locked (depending on camera firmware options) will be uploaded, while all other images will not. That's a clever way around the fact that only one high-end digital camera so far talks directly to the Eye-Fi card. I was really expecting at least one camera maker to integrate Eye-Fi as an offering, using the firmware as a way to enable more features. Ah, well; camera makers aren't known for understanding what users want out of image transferring over Wi-Fi.
Selective Transfer is available through a firmware update via the Eye-Fi Manager. Connect your Eye-Fi card via a USB card reader and run the update to get the new feature.
Eye-Fi has defined its featureset as seven items, all of which are part of Pro: JPEG uploads, online sharing, video uploads, geotagging, hotspot access, ad hoc transfers, and RAW uploads. As you move down through the matrix, fewer features are found, but the cards cost less, too. Cards start at $50 for transfers only to a networked computer (not via ad hoc) with the 2 GB Home model. You can upgrade cards that lack webshare, hotspot access, and geotagging for $10, $15, and $15 per year, respectively.