I'm already fighting this battle with my android watch. Every so often some app decides that I want notifications and then my watch vibrates what's essentially a marketing message and I, of course, check thinking its a text message or email. Thankfully this is easy to disable on a per app basis, but I can imagine it'll be much worse on AR when developers have our entire field of view to post marketing messages on. AR gaming seems like it would be pleasant, but do I really want my living room the background of all my games? Seems to me VR is the better solution in gaming, especially with cameras mounted on VR headsets like the Vive has.
AR is starting to feel like the Kinect or Google Glasses all over again. We're getting these amazing demos and everyone is excited, but no one is really thinking usability, interfaces, social exceptions, and realistic applications. Or considering how much more mature VR is right now and how it might just eat AR's lunch. With VR you are at least socially signaling "I am in a different space and not here with you", but with AR you are socially signaling "I'm here but I'm projecting a mustache on you for my own amusement and partially ignoring you while I watch funny youtube clips" which will make people uncomfortable the same way Google Glasses did.