Very cool mobile thing

I was just reading on Iain Tait’s blog are very cool mobile thing called Arcade Reality. You can literally play a mobile game in the real-world, where game objects are overlayed on your live camera view.  Very cool!  The graphics aren’t particularly amazing but the idea is fantastic - I can just imagine brands using this sort of cool technology to allow consumers to become completely immersed in a brand experience which crosses between the real-world and a virtual world.