It emerged this week that Google is working on a pair of augmented reality glasses, which flash up messages, video and the like directly into the wearer's field of vision.
The images of the futuristic specs Google released were clearly mock-ups of what the finished product will look like, leading us to believe that the current prototype was probably a pretty chunky beast.
Not so, it became clear when Sergey Brin was snapped wearing the actual prototype device at a charity event. They looked like a pretty lightweight normal pair of glasses, with a small display in the corner of one lens.
These spectacles have somewhat taken the tech world by storm this week, and the reaction hasn't gone unnoticed by Google's competitors. In fact, rival firms already have similar products in development - or at least claim they have - according to Topeka Capital Markets analyst Brian White.
In a note to investors last night, he stated: "Our meetings today indicate that Google glasses (a.k.a., Project Glass) already has competitors working on similar initiatives to improve consumer's mobility around Internet access."
"We expect to be hear more about projects such as this and others in the coming years. This could drive a new wave of innovation across the mobility space."
Specifics were non-existent, sadly, with no details given of what might be different about these "similar initiatives", and no clue as to any names of companies working on such devices. Still, we expect we'll hear about them soon enough, as others are going to want to capitalise on the wave of interest Google's AR specs have provoked this week.