I'm more impressed by
Frucal.
The idea here is pretty old. About a decade ago I saw a video for
Pocket BargainFinder: A Handheld Device for Augmented Commerce. Pocket BargainFinder kicked off the term and micro-era of
m-Commerce
However it took Apple to explain (to the industry) a cell you can barely use for calls is practically useless for mCommerce. Apple apps show the marketing possibilities much clearer than anything I've seen so far.
iPhone/iPod Touch application Quickorder is even more interesting, if only as a concept.
The point is that this is close to a breaking topic, rather than off on the horizon.