“Hard as it might be to swallow, this is a real promotional video for a real product made by a real company with a $30 billion market cap,” Eric Johnson reports for Re/code.

“It’s the developer edition of Sony’s smart glasses, which are called SmartEyeglass (great name!) and will be available to the eager buying public in the U.S., U.K., Germany and Japan on March 10,” Johnson reports. “They cost $840.”

Johnson writes, “This promotional video suggests that SmartEyeglasses are supposed to be worn out and about in the world; the bar for ‘cool,’ or at least ‘not totally repellent to fellow human beings,’ then, gets much higher.”

Read more in the full article here.