I find it interesting that the top image (of the floating robot) has the text saying "no special effects" whereas the gif of the elephant in the hands (been available online for awhile) does not. This tells me that all the videos/gifs we've seen (the elephant, the whale splashing down thru the gym floor) are "aspirational" (AKA "bullshit").
Don't get me wrong, the floating robot is cool but this is doable on HoloLens (yet to ship but coming in Q1). Definitely seems like there's a real risk here of overhyping MagicLeap.
EDIT: Fixed the link to TechCrunch...If you saw the other link we're hiring :)