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Today a guy I met gave me his business card and it had a QR code on it. I scanned it and it immediately loaded his contact info in to my phone. I thought it was pretty cool. Bars are using them on coasters to display specials etc. There are applications that seem to be working. Some people want to interact with their marketing.
aside: The technology that I think is going to change mass behavior is in the digital payment sphere. -Square.