I'll be interested to watch Xbox Smart Glass develop.
Unveiled at E3 2012, it's, indeed, a pretty smart next iteration on multi screen interaction for gaming but i can also easily envisage some equally smart people picking up on this technology as a platform and doing something with it for any form of entertainment, and advertising of course...
Don't get hung up on the Microsoft guy's slightly hammy presentation.
Remember kids...The technology always comes first.
Then the creative people come along and make something with it.
Artists never invented oil paint, or the movie camera but they saw the opportunity the technology gave for creativity and messed with it.