Esquire's Augmented Reality

Esquire magazine’s December issue features video links imbedded within the magazine.
It uses Maya 3D software, designers at Psyop, the digital folks at The Barbarian Group

Here’s a link to the Esquire video explaining what they’re doing:
http://www.youtube.com/watch?v=LGwHQwgBzSI

Here is a link to how it was done (trying to find a video, this is all text and photos):
http://www.esquire.com/the-side/feat...hnology-110909

Here is a YouTube video someone made that contains most of the features of the magazine:
http://www.youtube.com/watch?v=ft-Yq_NSW7Q

Yep, the 'Popular Mechanics' magazine introduced this technology in Russia in Septemper. I read the article about it. In theory it sounds promising but I'm afraid that this technology will be fully utilized by advertisement companies and entertainment industry (in its worst form).