Augmented Reality coming to the normal world?

I've read about augmented reality for some time. It's probably going to follow the Gartner hype cycle, and still is climbing the peak :-). But real world applications seem to be appearing! For example:

- this iPhone application
- magazine applications here (check out the links in that item, like the top 10!) and below

- Lego using it to show from a box how the completed model will look like (and move!)


These applications sure look promising! (Dutch) Publishers wanting to know more: check out BeyondReality.nl (probably more companies are going to do this in the future)