Mobile Augmented Reality: IKEA

Augmented reality is cool, I've always been fascinated by the USPS and SAMSUNG augmented reality demo footage (check it out if you haven't, links take you to YouTube, it makes more sense to do so before continue reading).  IKEA has hired the Mobile Dreams Factory and taken its entire product catalog into augmented reality.  You can now drag and drop a piece of furniture right into your living room as long as you are viewing your living room via your mobile screen (via the iPhone's camera).  This is insanely cool!  See intro clip below.