Gimmick or next new web 2.0 building block? Check out GE's "Augmented Reality" site. This is a new technology meant to use built in webcams (which everybody has now don't they? ok, not everybody, but a lot), some basic image recognition and everyone's innate desire to be in the middle of the action. My first reaction is that though kind of cheesey in GE's use, there's a lot of gaming potential here. Imagine wearing some basic item of clothing, a ski mask maybe, that clues your computer in to adding an elfin head onto your body, sounds pretty cool, in a Level 3 Mage sort of way. Apparently Topps is using it to make their newest trading cards come to life, which I guess is the gateway to the new generation. Which reminds me, I still have that 1985 complete baseball card set somewhere at my mom's house. Unless, of course she's sold it on eBay by now...