I totally agree - there are real possibilities to do interesting new creative work afforded by this, particularly if the barriers to entry are kept low/non-proprietary/open-to-all (…as another poster noted, it would have perhaps been nice if an open standard had been used instead…). I would only add that I think there are even more interesting possibilities for using the same technological capabilities with AR. That was the focus of the iPhone app. I wrote, which was more along the lines of Microsoft Soundscape: https://www.microsoft.com/en-us/research/product/soundscape/ (but to be fair, before Microsoft Soundscape was available :)