Pokemon on the street was a great way to introduce the public to the concept of AR, but you're right- that's not how it's going to work. As long as our phones are the "lens" into the augmented reality, it will stay out of the mainstream.

We need Google Glass, Spectacles, or some equivalent AR device. All of that stuff you're talking about- projecting onto the street, onto the windshield, etc... that's setting the bar very low. We'll be able to do all of that on a per-user basis once we have AR glasses.

And those are hard problems to solve- projecting holograms into daylight without a surface? Good luck outshining the sun without overheating your tiny pocket projector. They all require unique solutions tailored to the problem and the environment they'll be used in. Why bother with that, when you can either work on AR glasses, or wait until AR glasses are readily available, which is pretty much an inevitability.