augmented reality. And then there's the trough of disillusionment . And there's the plateau of productivity where people actually build stuff with it, but it's no longer as sexy as it was. I think we have hopefully reached the end of that augmented reality excitement, and we're running into the trough of disillusionment. I really hope, because that's when we'll be able to actually build things. For me, augmented reality is really, really tacky. It's like you take the core function of what you really want to enable for a user, as a designer, and take away every single thing possible that gets in the way of that interaction. Once you can't take anything else away -- there's this famous quote about this -- then you have something that's feasible. Especially if you have an augmented reality heads up display, you don't have the great giant landscape and the ability to touch the screen like you do on a mobile device. And you don't have the web connection of an actual web-connected device. You have this tiny flicker of a moment in which somebody needs to interact or do a very basic function. You don't need a giant pop-up that's beautiful beveled edges to tell you that you have an email. You need a tiny dot -- the most minimal amount of notification -- to note that something has occurred. You can use other things like sounds. You can use things like haptic buzzers. There are all these other things