In Baum’s The Master Key, which was subtitled with a phrase that offers a rather delicious description of Silicon Valley – An Electrical Fairy Tale, Founded Upon the Mysteries of Electricity and the Optimism of Its Devotees – the protagonist is given the magical spectacles by a demon. After a fortnight’s adventuring, he concludes that neither he nor the world is ready for the specs. On the third week, he returns the invention until, he says, that time when humankind knows how to use them. “There are competing notions of what AR is going to be,” says Fleetwood. “There are the people who think we’re going to be living in some mass consensual Neal Stephenson novel. I’m very against that. I hope we’ll see those companies that put design and empathy at the heart of what they do with AR winning out.”

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