One could certainly see Azure as a big beneficiary here. Skepticism is always applicable but it seems like Microsoft has the resources to pull this off. From the point of view of Augmented Reality layers being an important and large business in the future, getting something running at large scale now would be a good idea. Between Magic Leap and Microsoft, I would put my money on Microsoft.

The big wildcard, as others have pointed out, are a bunch of penises everywhere. Very hard to actively moderate.

I wonder what kind of rules it has for interacting with other people's work.

"oh god steve dropped a giant penis on my front yard AGAIN, fuck it lemme drop a bunch of TNT on it"