Looks impressive! Although, this exist already for a year or so. My HTC Legend which runs Android can do a similar trick. When I'm on a city square I can put on my camera an aim it at a few restaurant's and cafes. The camera recognizes these places an displays info like phone number, reviews, name, etc etc. And in some cases it even displays the menu card.
Although that works by a GPS in combination with compass information so it's a bit different. But I'm stunned at what some phones can do. I can aim my camera at one of those Sudoku puzzles and it automatically solves it in some fancy graphical effect. And when sitting in a bar or something I can aim my camera around and actually see if someone Tweeted something.
http://www.youtube.com/watch?v=b64_16K2e08
It's made by a Dutch company for the people wondering why they are using it in Amsterdam.
But what really is impressive about the Sony thingy it can indeed recognize objects and even lay some effect over it like the ball trick which interacts with the real world in real time. So that's indeed pretty impressive. This could be the future in combination with the thing I mentioned above with the Layar App and the Puzzle solve app.
