Bizarre Augmented Reality iPhone App

No idea if this is real. Can't quite believe we're there yet.

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Also, there's something rather tragic about seeing someone observe the world through a screen. I find it odd to say that because I really like the idea of augmented reality. But the reality seems aesthetically unpleasing and somehow demeaning. Maybe it's just the interface looking so geeky. Would I feel the same if it was on a head up display through my glasses? I fo dislike the fact that the whole purpose of the device seems to be purchasing and consumption.

Or maybe it's that I wonder if the idea of augmenting one's reality isn't a tiny bit sad.