"Hype" is a red flag signalling a tension between media coverage and real substance of some phenomena, trend or innovation. Gartner cycle was never perfect to predict the real course of developments, Actually I do not think that we need the red flag in case of AR. Totally agree with Rice identifying "long term implications". Now everyone knows the actual examples, what I miss is a bit of analysis here. Forget the gimmicks and marketing. See the use cases. Why is mobile AR a killer? In short: See Mobile AR less as an interface, but as a visualizer of the invisible, or a drill. Location sensitive AR is drilling into the information abundant space around us! And so the information is springing like an oil-well. Other point of the perspective: There is realtime information accessable about a certain square meter around you. Call it rt-bits/m^2. And this amount of useful, locational content is growing every day! Prediction: TwittARound and Layar will be the beginning of exploding mobAR services. They will bring you relevant info right into the situation of interest - (and you don't have to "search" for it in the sense of sending queries to any google or bing SE - this is the post-search web, yes). - Willi Schroll from FriendFeed MT Plugin