The more I think about it, yes. It has to be P&G, doesn't it? I mean, here we are thinking it's most likely MSFT or GOOG but wait a minute - TS did mention P&G already, long before his mentioning of a mystery Fortune 100 company - and hasn't mentioned P&G since.
Meanwhile, P&G has an established relationship with Foote, Cone and Belding, their products were used almost exclusively (correct?) at the trade show, they have a bazillion products and codes, and most importantly perhaps, they represent a way to get paperclick started in the real world. What better way to say "HELLOOOOO" to the world of product placement, advertising and promotions, coupons, etc. than P&G suddenly announcing that their products can be scanned for all sorts of info and savings that consumers can benefit from, thus providing the incentive and lighting the fire of advertisers who will rush to take advantage of this direct URL linking mechanism.
I'll bet they'll kick it off with major contests. CONTESTS will start the ball rolling. They will provide the incentive for users to use PC and GET IN THE HABIT OF IT. Contests and promotions. Win THIS or THAT, etc.
From there it would make more sense for Google to finally wake up and realize they need to license PC, MS and Yahoo would follow, etc. But it all starts with a non-tech company that's a perfect introduction. It would set the stage with a large (massive) rollout of scannable products, and perhaps AMazon would be close behind - we already know there has long been something brewing between NEOM and AMZN.
