Augmented reality in your living room

I think most of use are familiar with the concept of augmented reality (if you're not, read up here) on mobile devices, but augmented reality in your living room is something new. A researcher at MIT came up with the idea of "Surround Vision". This allows a user to use his (or hers) mobile device to look at the content shown on a television from a different perspective. You should really check out the video to see what I'm talking about, because it explains things so much better than I can. I wonder what kind of roll augmented reality will play in the future, I'm pretty sure there must be some value in it for companies (I see a bright future for virtual banners shown in an augmented reality).