"As someone who worked on augmented reality and knows first hand the technological challenges, Allow me to be skeptical- at least until we'll see it in some reporters hand (And NOT in a cool video...) The jump from technology (Ad even a working prototype) to a full usable product is enormous, so  why limit it's potential for driving and navigation, when most of us already use our phone for that? The REAL potential is for a hybrid- experience which combines the real world and augmented reality and not just for finding our way through an unknown alley... I guess it's the PRICE which plays big part of it. As for the design-naturally It's build to look different than any other glasses one might see around, but the design is primarily effected of the technology at hand -which severely limits it's minimum size. As for the "infamous" Google Glass everyone loves to hate these days- they were never an augmented reality device, but a HUD (Head up mounted display...) which gave video stream in front of your eyes. I think the main challenge in this new kind of products (Wearables) is that they are conceived and developed by geeks and technology companies who see them as consumer product instead of a lifestyle, fashion product, in which trends, personal preferences and style are the main considerations for buying and using them.While tech companies need years for developing products, a fashion item needs to be launched to the market in weeks and months (4 times a year...) I will give credit for apple to understand that factor when developing the apple watch and indeed for the BMW/Mini design team working on their goggles."