But despite every big company throwing a couple billions at the problem for the last few years (Facebook's $2 billion acquisition of oculus, Google's $500 million investment into Magic Leap, Apple's acquisition of Metaio/ARkit, Microsoft Hololens), all we have are literal toys!
So now you can't talk about AR as a serious subject anymore. People all dismiss it, saying we are still too early. I imagine it's like that for every "toy to big thing" transition.