"It’s what they’re calling augmented reality now," said Hollis, "but art. It’s been around since before the iPhone started to become the default platform. That was when I wrote about it. But I meant that if I were going to lie to you, I’d tell you about that, then tell you that I was writing another, on esoteric denim, or mad marketing strategies. But I won’t. I’m working for Hubertus Bigend."