It's a really good reminder of just how simple it needs to be to be compelling to regular people. It's funny, I'm struck by how it feels like you're using your smartphone like a mouse over the paper. It's also interesting that people would use a phone or a tablet to "read" a paper catalog. I imagine they've done a lot of testing.

My sense is that users would "browse" the catalog then stop when they find something interesting and "dig in" with the phone. Very interesting. I love the video, really nicely done.

As far as simplicity goes, they learned a lot from Word Lens.

Beautiful app. And yes, great video!

Barbara, I agree. Fred, thanks for sharing this -- I never would have seen it otherwise.

Made me start an Augmented Reality stash!

I'm tweeting this, too.