Sham Wow!

Last week, I wrote that "virtual reality is virtually—everywhere." I lamented that I often have an uneasy feeling. Here's my surpise conclusion:

VR-themed conference presentations often leave me with that uncomfortable “Sham Wow” feeling. (Sham Wow was an ill-famed infomercial in the United States, a hyped-up advertisement that featured Vinnie, the sales hawker promoting a ‘miracle’ cleaning towel. Speaking rapidly and rhythmically, with his rich Bronx accent and gel-spiked hair, Vinnie whittled away every excuse you could muster against buying his amazing product. Then the obligatory customer testimonials followed. But the viewer was always left wondering if s/he was being ‘played.’)

At every conference I attend, I am confirmed in the notion that VR is still having its own Sham Wow moment. (Watch the commercial, but substitute the phrase “VR” every time you hear the phrase “Sham Wow” for a surreal experience.) As a result, I leave most conferences writhing in palpable uncertainty, the kind that occurs when hype collides with potential; when exposure to exciting new technology meets with equal parts shudder and disdain. Sham Wow.