"When we talk about the environment, it's not window dressing, " insists Jeff Clarke, chief executive of Travelport, one of the world's largest travel conglomerates.
The phone's screen acts as a window on to the augmented world overlaying it with arrows, signs and other cues to help navigate through an industrial plant to the faulty equipment.
Bear Stearns is not technically a bank, but the Fed's move to allow it access to the discount window shows just how complex and intertwined the financial world has become.
The row erupted when Gatland asked for 13 days with his squad to prepare for playing world champions South Africa in Cardiff on 8 November, a Test that did not fall within the IRB's international window.