As new mobile communications technologies emerge, we're beginning to see the reality of real honest-to-god augmented reality (AR). Now I've never been one to go in for the VR/gamer version of AR. I'm more of an overlay/heads-up/constantly available encyclopedia kind of guy. Seeing the possibilities simply beginning to be explored with Google's Android platform and it's grab bag of GPS/accelerometers and other goodies of course brings one to think about the future of marketing and advertising. Previously sci-fi only visions of individually projected advertisements are beginning to become possible. If you can now identify landmarks and buildings via RFID tags and semantic visual searches, how long can it possibly be before there's a Pepsi advertisement plastered at the bottom of your cell? And is that really such a bad thing? From a marketing viewpoint it would be possible to truly target/segment your audience. Already in Asia and Europe purchases can be made through a cell phone via RFID, why is it improbable that you phone can/will/does store your purchase information and use that as a filter for your new AR advertisements? This would conceivably allow companies/organizations to develop even stronger engagement with their customers, even if this means seeing a Slurm ad while touring the Vatican.