This GE branded execution using AR really is pretty mind blowing stuff. I'll be watching this technology and will try and collect examples of who's implementing it for which brand. This example for GE goes one better than the vorsprung durch technik style execution from various car manufacturers. I spotted in Wiki that Nissan, Volvo and Toyota have all used it for branded promotions. The GE Smart grid uses the input of the microphone to drive the 3D wind turbines. Beautiful...there's a great crit of this work at the Operand blog which is worth a read too.