The researchers AREN'T Shadowrun players. They are advertising execs that see a way to show you commercials 24/7.
That is a bit cynical, although I admit my players do see adds poping up very frequently. A common stealth critical glitch cause a commlink to send an add to surrounding people pointing the character with a big arrow and sounding like : "This person likes his BurgerShack SoyBurger with mayonnaise, ketchup and tomatoe-flavor, and you, how do you like your soyburger?"
A new player had problems imagining how AR/Matrix worked. The Project Glass Video worked wonders.
This makes the idea the book of Shadowrun is kind of a prophecy even more realistic. With companies buying others in the chaos of our current recession, the idea of Megacorps might not be that far either. I admit, with the existence of smartphones, making the technology even easier to carry and used seems logical: AR might be the simpler, more natural route.
I'm just amazed how the concepts are the exact very same.
It's probably just me overeacting. We're still far from simsense. Let's keep an eye open for when the Corps try and get extraterritoriality and/or a right to arm and defend themselves. It might be our only chance!