"Consumer Targeted Augmented Reality Shopping (CTARS) [Pronounced "Stars"?]
I just coined that, I think I need to trademark it... quick! :)
I think this is one of the earlier consumer targeted augmented reality implementations I've seen. Sure there's a bunch of dev/geek ones I've mentioned before (mostly on the Coding4Fun blog or Kinect Gallery) but something targeting the general web consumer? Not so much... until this.
I think we're a little early yet, but I'd bet this is going to be big in the near future.