Businesses do that all the time. No one ever needs the next big thing, which is why they work so hard to make you want it.

What Google wants is to extend the capabilities of G+ into the real world. That's what augmented reality is, with Google behind the wheel. The problem it's meant to solve is the problem of you not generating marketable data while offline. Well, now you need never be offline. Now everything you see and hear is a part of the social layer. Isn't that wonderful?