Augmented Reality – what’s the point?

I’ve just seen this video from Citroen showing their use of Augmented Reality for their new car, the DS3.

 

Yes, it looks pretty cool but, other than that, what’s the point? I can hold a piece of paper up to my webcam and see a car superimposed on the image on my screen. I can also rotate my piece of paper and the on-screen car rotates as well. Is it not easier for me to control a 3D model on the screen using my mouse or cursor keys? Surely that’s quicker, and easier, than printing off a AR code, potentially downloading some software and then holding the paper up to the webcam like an idiot?

OK, so, if you watch the whole video you’ll see that Citroen have created a cool looking driving game where I can steer my DS3 using my piece of paper with the AR code on it. Pretty neat technology but what does it do for me as a customer? I suggest that it does absolutely nothing. Again, is it not easier for me to control the car with my mouse or cursor keys? If I’m holding an AR code up to my webcam, can I even see the screen to know where I need to steer?

This strikes me as yet another use of technology for technology’s sake and it delivers zero as a customer experience. But, hey, I haven’t actually tried this example. Maybe it’s a dream to experience. But I doubt it. Please, please, please think about the customer experience before you insist on using the latest technology du jour.