My personal take on this is that they may indeed have some very good, if not revolutionary, display technology. However: The big, big obstacle to delivering credible AR is latency. Contrary to VR, true see-through AR needs to have total latencies (device motion --> display photon hits the retina) of no larger than 10 - 15 ms max. The reason is that in see-through AR you're essentially competing against the human visual system in latency and the HVS is very fast.
Moreover the HVS is also extremely good in separating visual content into "layers". Whenever two things in your field of view don't move in perfect continuity with their surroundings (as it is when there AR content overlaid with latency) your brain will immediately separate them from one another, creating the impression of layers, and, in the case of see-through AR, breaking the AR illusion.
So right now I'm a semi-believer. Iff they can sort out the latency problem and deliver stable yet ultrafast tracking in a wide variety of conditions (also by far not a trivial problem) then this has a bright future.