The content itself wasn't that big of a deal; it's the fact that the AR technology worked so well, and is available to anyone using the SDK is what was impressive and hype-worthy.
Doing AR from scratch is a huge endeavour but this should make it simple enough so that we start seeing more applications using it for more useful stuff.
I thought Samsung S8 should have AR on a premium phones.
Compare to 60-120fps on iOS 11, yup, Apple Metal 2 could boost by reduce latency from 16.6ms to 8.xms and even more with direct display, it matched PlayStation VR refresh rate, real world tracking is what we need.
https://www.youtube.com/watch?v=Yphh1Ue3D6g
Doing AR from scratch is a huge endeavour but this should make it simple enough so that we start seeing more applications using it for more useful stuff.