Seems like this is much more likely Google's goal. Couching their arguments in ways the consumer will benefit left me feeling woefully unimpressed with the possibilities.
But clearly PK Dick's self-aware advertising will not be possible until such ads can distinguish a human from a column of marble or a dog.
http://en.wikipedia.org/wiki/A_Deepness_in_the_Sky
You need situational awareness in a device to start using it to paint data onto the surroundings. Once you can do that, a whole world of applications unlocks.