Augmented Reality is mainstream

There was a short article on Augmented Reality (AR) in the NY Times Sunday Magazine a couple of weeks ago. I think this really shows AR has finally hit the mainstream.  Of course it was clear the author had no idea where this stuff came from (e.g., Feiner's group at Columbia, Blair's group at GVU, and Billinghurst's group HITLab New Zeland). What do people think?