Juice: A choppy description, but the basics are correct. NeoMedia's key processes are a closed-loop proprietary system which produce an absolute output. You scan a barcode and it takes you to a very specific landing page.
Google and SV's API reaches out into the web and requests a response. The final output is dependent on the sources that respond to the API's request and are therefore completely dynamic. This is everything NeoMedia hammers against.
The distinction between these opposing approaches is panning out in retail today. I believe that by 2011 we will see retailers realize they don't have to prescribe to the notion that the output has to be dynamic. The alternate is a very easy solution to implement. So instead of a consumer seeing competitor's prices (the Google model), they see sales-assist information such as in-store comparison, extended packaging, etc.
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