You did get the basic idea -- content creators can basically make a world around them visually searchable. Say, a University or zoo can link their buildings or

You did get the basic idea -- content creators can basically make a world around them visually searchable. Say, a University or zoo can link their buildings or exhibits to more information. Any visitor can then look it up. The twist that you mention seems interesting -- we were planning to add a feature that would let users discover tags nearby, as well as "related" (say, a user snaps a winery, he/she can see other wineries nearby). The original idea behind snapping a picture to search was to give a higher degree or precision, so users can get answers to "What is this building?" or "What is this statue?".