Karsten just published a whitepaper and video of the North Face prototype shown in Jim Allchin's PDC keynote.  Marketers like Regis McKenna have talked about the blend of hot and cool media - where your IT systems become your marketing.  This demo opens possibilities for stunning new consumer interactions that promote affinity with novelty, speed, simplicity, and service - with full connectivity to the IT information and services that power that consumer experience.  Karsten explains how they mapped all those videos onto 3D meshes with seamless animations to product info.  Very cool.