Google made some big announcements regarding their Google Glass project that enables augmented reality via wearable glasses. The breakthrough product brings rich media experiences that adapt to an individual’s environment and preferences, providing a wealth of possibilities for marketers. Seamless navigation, individualized promotions or video overlays on billboards are just a few of the marketing possibilities with Google Glass. Unfortunately, none of these will be coming anytime soon according to Google, which announced that Glass will be ad free. Further, developers who use the Google API will not be able to charge for apps, leaving many to wonder how they plan on generating revenue. The Search giant may be fearful of breakthrough apps having a monopoly on the marketplace, thereby spiking their prices or perhaps they are still in the test and learn phase. We will have to stay tuned and wait and see for the moment.