Google Goggles Visual Search video intro

I've got very little info on this other than the video below and Google's post about it, but from the looks of the video this has the potential to cut out the need for QR codes or barcode scanners - simply take a photo and visual search will do the rest. (or for businesses don't even take a photo: hold your camera up and GPS/compasses will do the rest. So may be Google are going to cut the middleman out of the AR hype surrounding mobile in 2010 too)