Paper Brochure creates 3d world on computer.

I have been seeing this alot online. A user takes a real time video and uses visual marks in the real world to create virtual 3d renderings on screen. I can see the cool factor going on, but I am not sure how much this would catch on unless in some sort of controlled environment. I would never take a brochure from a car dealer and take it home and use my webcam to see more. I have a hard time remembering web address from billboard let alone remembering to check out more on something else!

This would be cool in the experiential arena. Thoughts?