They're specifically marketing to car manufacturers in the press release video. Which is unfortunate because I don't need more non-haptic buggy interfaces in my car. The technology itself is amazing even though the holo-cam appears to be just greyscale and rather blurry right now. The ability to embed the optics in/near (hard to tell from the marketing) the edge of the glass is awesome as you don't need a projector that is separate (by much) from the display surface.