Some retail stores now have Lego’s Digital Box Kiosk uses Augmented Reality to show customers what they can do with Lego Technic. The principle of augmented reality could be resumed to “compositing real-time 3D graphics on top of live video footage as if the 3D graphics were in the same space”.
Anyhow, to the customers, it feels like they can see the object more or less as it would be if this was a real-world footage. Lego probably thinks that augmented reality will turn a prospect customer into a paying customer and it might very well work. Seeing is believing, right? More details at notcot