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October 14, 2018 07:10 pm

The Magic Leap Con

Reader merbs shares a report about Magic Leap, a US-based startup valued at north of $6 billion and which counts Google, Alibaba, Warner Bros, AT&T, and several top Silicon Valley venture capital firms as its investors. The company, which held its first developer conference this week, announced that it is making its $2,295 AR headset available in more states in the United States. Journalist Brian Merchant attended the conference and shares the other part of the story. From a story: After spending two days at LEAPcon, I feel it is my duty -- in the name of instilling a modicum of sanity into an age where a company that has never actually sold a product to a consumer can be worth a billion dollars more than the entire GDP of Fiji -- to inform you that it is not. Magic Leap clearly wants its public launch to appear huge -- who wouldn't? In decidedly Magic Leapian fashion, the company covered an entire side of LA Mart, the 12-story building in downtown Los Angeles where the conference was to be held, with a psychedelic image of an astronaut and the tagline 'Free Your Mind'. In similarly Leapian fashion, the actual demos and keynote took place in the basement, where a wrong turn could land you in shipping and receiving and cell reception was nil. [...] You know that weird sensation when it feels like everyone around you is participating in some mild mass hallucination, and you missed the dosing? The old 'what am I possibly missing here' phenomenon? That's how I felt at LEAP a lot of the time, amidst crowds of people dropping buzzwords and acronym soup at light speed, and then again while I was reading reviews of the device afterwards -- somehow, despite years of failing to deliver anything of substance, lots of the press is still in Leap's thrall. Demo after demo, I felt like, sure, that was kind of neat. The games were charming, if often glitchy and simplistic, and yes, it might be helpful for architects to be able to blow up and walk around their designs. I liked the developers, who were smart and funny. Some of the graphics and interactions were very nicely rendered. But there wasn't anything -- besides a single demo, which I'll get to in a second -- that I'd feel compelled to ever do again. It felt genuinely crazy to me that people could get too excited about this, especially after years of decent VR and the Hololens, without having a distinct monetary incentive to do so. As many have noted, the hardware is still extremely limiting. The technology underpinning these experiences seems genuinely advanced, and if it were not for a multi-year blitzkrieg marketing campaign insisting a reality where pixels blend seamlessly with IRL physics was imminent, it might have felt truly impressive. (Whether or not it's advanced enough to eventually give rise to Leap's prior promises is an entirely open question at this point.) For now, the field of vision is fairly small and unwieldy, so images are constantly vanishing from view as you look around. If you get too close to them, objects will get chopped up or move awkwardly. And if you do get a good view, some objects appear low res and transparent; some looked like cheap holograms from an old sci-fi film. Text was bleary and often doubled up in layers that made it hard to read, and white screens looked harsh -- I loaded Google on the Helio browser and immediately had to shut my eyes. Further reading: Magic Leap is Pushing To Land a Contract With US Army To Build AR Devices For Soldiers To Use On Combat Missions, Documents Reveal.

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