I used several readers...NeoReader, Kaywa, i-Nigma, etc.
I will venture to say one thing...if this 2-d bar code is an indrect link and brings you to Blue Nile's website, this is clear infringement on NeoMedia's patents if the website resides on a resolution server. I do see where Blue Nile is picked up on GOOG's search when your enter "blue Nile 100" into GOOG's search bar: