Whether IR or Bluetooth, the fact remains that for any vendor to implement this as a form of direct to mobile marketing... the COST of setting up a device to transmit that signal (bluetooth or IR) is way too high to deploy on a mass scale. EACH poster/item/hypertag must have it's OWN little computer running off some form of power (battery or mains) Though the novelty quotient is there, and until the Word Registry is up and running hyperlink is a quick way to introduce the world to the concept of mobile to physical world marketing, there is no real way that MASS deployment can or will happen in the way Paperclick is working towards and set to achieve.
Aura are not public to my knowledge - but they are good friends of NEOM. Read about it here...
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