Although the iPhone 3.1 is old news for those in the augmented reality space, it dovetailed so nicely with my current reading I had to include it! Echoing Heidegger, Baudrillard calls for us to pay more attention to the cultural mediation of objects.
"First of all man must stop mixing himself up with things and investing them with his own image; he will then be able, beyond the utility they have for him, to project onto them his game plan, his calculations, his discourse, and invest these manoeuvres themselves with a sense of a message to others, and a message to oneself. By the time this point is reached the mode of existence of 'ambient objects' will have changed completely, and a sociology of furnishing will perforce have given way to a sociology of interior design." (Baudrillard, 1997. "The System of Objects")