You really have to marvel at whatever suffices for the brain of the marketing douchebags. Is it even possible that they really don't understand that we're totally saturated with commercials, and sick to death of them? They're just drooling on their power ties at the thought of being able to beam spam to your cell phone. It's already happening in other places. Have you ever heard of anyone else that wished there was more advertising?

"I'm really enjoying this movie, but I sure wish they would interrupt it at some crucial point."

"Woo-hoo!!! I thought it was just a call from my wife, but it was WalMart spamming my cell phone about a sale on CAT FOOD!! I almost came on myself. I don't even have a cat!"

Even with just current technology, I think it's only a matter of time until retailers start claiming airspace around their shops, and a right to to project advertising onto the windshield of your car and to any receptive electronic devices you may have with you. It'll be like one of those sci-fi dystopia movies, where literally everything will be a billboard. I'm not looking forward to it.