Why are all these giant companies going hard on AR and repeatibly in cycles it’s for one reason:
Egocentric data and full control of the highest bandwidth human I/O (vision + sound) is the most important possible data pipeline to get
Its the penultimate data pipe, with direct connection to the brain being the ultimate data pipe (see:Neuralink)
Every company that is winning and going to win in the future is the company that can best predict human behavior, such that it’s directly shaped by the platform itself
Google had a internal teaser trailer about this a decade ago that I’m sure someone has seen. Hyperreality was a short video about this probable and likely future
So it’s all a game to get perfect attention and the best way to do that is - literally - something like the interface that is used for the matrix on each hovercraft
If you introduce that too quickly - like now - then you scare everyone. So Apple rushed it and Meta is a actually good at timing in AR cause they have a giant lead, so they can wait till people forget.
The goal is titration of all encompassing spyware that eventually literally controls your behavior. The short story Manna is currently, unironically, and not hyperbolically what the employee experience at Target, Amazon warehouses and Walmart are 1:1. The corporate goal is to have everyone in their ecosystem deterministically creating, consuming and engaging at the peak for optimal tuning of the attention system.