Engadget posted this video of Aurasmas image recognition - http://www.engadget.com/2011/04/09/aurasmas-ar-iphone-app-to-turn-everyday-objects-into-multimedia/#comment-181420113
dumb dumb dumb.
i cant stress how poor image recognition works with real world use.
the reason this is a fail comes down to door knobs. yep thats right door knobs.
when was the last time someone showed you "how to use" a door you hadn't seen used before? that's right you don't, you see a door knob and you know what the UX will be.
The issue with image recognition is unless you can guarantee every print/object/surface in the world is linked to your database when people pull out their scanner and it doesn't work a few times they are going to feel like idiots.
People understand the "practice" of using QR codes, pull out phone/scan/get result - same as door knobs.