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I bet some of it is also about expectations. If you just say AR, people think of low-poly characters in a webcam on top of a black and white checkerboard. The

I bet some of it is also about expectations. If you just say AR, people think of low-poly characters in a webcam on top of a black and white checkerboard. They're not interested.

tb100 12y ago
And from the video linked in the Gizmodo article, Graeme Devine claims they don't call it AR because "that is just a 2D HUD", and that's why they insist on the weird marketing phrase "Cinematic Reality". To me and most people who have been around AR for years it is very clear that registration of objects in 3D is a core part of a lot of AR experiences. That was the part of the video that struck me as most weird; that Magic Leap would make a lot of noise around AR and yet have a Creative Content VP seemingly so unaware of the existing AR field.