Experience On Demand What Virtual Reality Is How It Works And What It Can Do

Download Experience On Demand What Virtual Reality Is How It Works And What It Can Do full books in PDF, epub, and Kindle. Read online Experience On Demand What Virtual Reality Is How It Works And What It Can Do ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Experience on Demand: What Virtual Reality Is, How It Works, and What It Can Do

Author : Jeremy Bailenson
Publisher : W. W. Norton & Company
ISBN 13 : 0393253708
Total Pages : 320 pages
Book Rating : 4.3/5 (932 download)

DOWNLOAD NOW!

Book Synopsis Experience on Demand: What Virtual Reality Is, How It Works, and What It Can Do by : Jeremy Bailenson

Download or read book Experience on Demand: What Virtual Reality Is, How It Works, and What It Can Do written by Jeremy Bailenson and published by W. W. Norton & Company. This book was released on 2018-01-30 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: “If you want to understand the most immersive new communications medium to come along since cinema… I’d suggest starting with Mr. Bailenson’s [book].” —Wall Street Journal Virtual reality is able to effectively blur the line between reality and illusion, granting us access to any experience imaginable. These experiences, ones that the brain is convinced are real, will soon be available everywhere. In Experience on Demand, Jeremy Bailenson draws upon two decades spent researching the psychological effects of VR to help readers understand its upsides and possible downsides. He offers expert guidelines for interacting with VR, and describes the profound ways this technology can be put to use to hone our performance, help us recover from trauma, improve our learning, and even enhance our empathic and imaginative capacities so that we treat others and ourselves better.

Infinite Reality

Author : Jim Blascovich
Publisher : Harper Collins
ISBN 13 : 006204169X
Total Pages : 308 pages
Book Rating : 4.0/5 (62 download)

DOWNLOAD NOW!

Book Synopsis Infinite Reality by : Jim Blascovich

Download or read book Infinite Reality written by Jim Blascovich and published by Harper Collins. This book was released on 2011-04-05 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Enough with speculation about our digital future. Infinite Reality is the straight dope on what is and isn’t happening to us right now, from two of the only scientists working on the boundaries between real life and its virtual extensions.” —Douglas Rushkoff, author of Program or Be Programmed Can our brains recognize where "reality" ends and "virtual" begins? Where will technology lead us in five, fifty, or five hundred years? An unrivaled guide to our digital future that has been cited by the Supreme Court, Infinite Reality is a mind-bending "journey through the virtual universe" (Wall Street Journal). Jim Blascovich and Jeremy Bailenson, two pioneering authorities, explore the profound potential of emerging technologies and reveal how our brains behave in digital worlds. Along the way, Bailenson and Blascovich examine the timeless philosophical questions of the self and "reality" that arise through the digital experience; explain how virtual reality's latest and future forms—including immersive video games and social-networking sites—will soon be seamlessly integrated into our lives; show the many surprising practical applications of virtual reality, from education and medicine to sex and warfare; and probe further-off possibilities like "total personality downloads" that would allow your great-great-grandchildren to have a conversation with "you" a century or more after your death. Equally fascinating, farsighted, and profound, Infinite Reality is an essential guide to our virtual future, where the experience of being human will be deeply transformed.

Dawn of the New Everything

Author : Jaron Lanier
Publisher : Henry Holt & Company
ISBN 13 : 1627794093
Total Pages : 369 pages
Book Rating : 4.6/5 (277 download)

DOWNLOAD NOW!

Book Synopsis Dawn of the New Everything by : Jaron Lanier

Download or read book Dawn of the New Everything written by Jaron Lanier and published by Henry Holt & Company. This book was released on 2017-11-21 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: The guru of virtual reality looks back at the unique experiences that formed his vision for the future of technology With a singular voice and perspective, Lanier who The New York Times calls "daringly original . . . a major wizard in the futurist circus. He is the father of virtual reality in the gaudy, reputation-burnishing way that Michael Jackson was the king of pop" considers the future of virtual technology in a book that blends memoir with ideas. He tells the wild story of his own relationship with technology by starting from the beginning. The son of Jewish immigrants and concentration camp survivors, raised in the UFO territory of New Mexico, he lost his mother at a young age and built a geodesic dome with his father in the desert. He worked as a goatherd and midwife, attended college before graduating high school, transferred to and failed out of a tony northeast liberal arts college, played music for money on the streets of New York, and eventually landed in Silicon Valley at the dawn of the first tech boom where he suddenly became rich. This crazy course to becoming a world renowned technology guru informs Lanier's optimism about virtual reality--the technology he has been immersed in from its very start. While he has been very critical of social media and other manifestations of technology, he believes that virtual reality can actually make our lives richer and fuller.Dawn of the New Everything is ultimately a look at what it means to be human in the dawn of unprecedented technological possibility.

An in Depth Look at Virtual Reality

Author : Dio Savenije
Publisher :
ISBN 13 : 9781536183559
Total Pages : 228 pages
Book Rating : 4.1/5 (835 download)

DOWNLOAD NOW!

Book Synopsis An in Depth Look at Virtual Reality by : Dio Savenije

Download or read book An in Depth Look at Virtual Reality written by Dio Savenije and published by . This book was released on 2020 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: An In Depth Look at Virtual Reality summarizes research findings relating to virtual reality implementation for pain assessment and treatment, reviewing the literature in pediatric and adult pain care for acute and chronic conditions across several pain populations.The authors provide detailed information about the effect mechanisms of virtual reality for Parkinson's disease, and the virtual reality interventions for rehabilitation of Parkinson's disease in terms of assessment and treatment.Anxiety disorders, such as specific phobia, post-traumatic stress disorder, and social anxiety disorder have garnered the greatest therapeutic attention due to the advantages that applying exposure therapy techniques in a virtual reality environment has over many real-life exposure situations.Later, in order to further improve the intelligence level of a fully mechanized coal mining face and construct a stable and reliable monitoring system of hydraulic support, a monitoring method of hydraulic support in a virtual environment is proposed.In order to further improve the intelligence level of fully mechanized coal mining face and construct a stable and reliable monitoring system of hydraulic support which is of guiding significance to actual production, a monitoring method of hydraulic support in virtual environment is proposed.In the concluding study, using meta-analysis methods and combining the basic elements of teaching system design, a quantitative analysis of 60 quasi-experimental or experimental virtual reality and augmented reality studies is conducted.

Defying Reality

Author : David M. Ewalt
Publisher : Penguin
ISBN 13 : 1101983736
Total Pages : 288 pages
Book Rating : 4.1/5 (19 download)

DOWNLOAD NOW!

Book Synopsis Defying Reality by : David M. Ewalt

Download or read book Defying Reality written by David M. Ewalt and published by Penguin. This book was released on 2018-07-17 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fascinating exploration of the history, development, and future of virtual reality, a technology with world-changing potential, written by award-winning journalist and author David Ewalt, stemming from his 2015 Forbes cover story about the Oculus Rift and its creator Palmer Luckey. You’ve heard about virtual reality, seen the new gadgets, and read about how VR will be the next big thing. But you probably haven’t yet realized the extent to which this technology will change the way we live. We used to be bound to a physical reality, but new immersive computer simulations allow us to escape our homes and bodies. Suddenly anyone can see what it’s like to stand on the peak of Mount Everest. A person who can’t walk can experience a marathon from the perspective of an Olympic champion. And why stop there? Become a dragon and fly through the universe. But it’s not only about spectacle. Virtual and augmented reality will impact nearly every aspect of our lives—commerce, medicine, politics—the applications are infinite. It may sound like science fiction, but this vision of the future drives billions of dollars in business and is a top priority for such companies as Facebook, Google, and Sony. Yet little is known about the history of these technologies. In Defying Reality, David M. Ewalt traces the story from ancient amphitheaters to Cold War military laboratories, through decades of hype and failure, to a nineteen-year-old video game aficionado who made the impossible possible. Ewalt looks at how businesses are already using this tech to revolutionize the world around us, and what we can expect in the future. Writing for a mainstream audience as well as for technology enthusiasts, Ewalt offers a unique perspective on VR. With firsthand accounts and on-the-ground reporting, Defying Reality shows how virtual reality will change our work, our play, and the way we relate to one another.

Learning Virtual Reality

Author : Tony Parisi
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 149192280X
Total Pages : 171 pages
Book Rating : 4.4/5 (919 download)

DOWNLOAD NOW!

Book Synopsis Learning Virtual Reality by : Tony Parisi

Download or read book Learning Virtual Reality written by Tony Parisi and published by "O'Reilly Media, Inc.". This book was released on 2015-10-26 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation Get an introduction to the technologies, tools, and techniques for programming virtual reality on the latest generation of desktop and mobile VR hardware. With this hands-on guide, you'll learn essential development and production concepts, including UI design, stereo rendering, 3D input, and programming VR applications for native desktop, mobile and the web. You don't have to be a game development wizard or have 3D graphics experience to get started. If you have basic programming skills and some familiarity with mobile development, this book will help you gain a working knowledge of virtual reality through clear and simple examples.

Understanding Virtual Reality

Author : William R. Sherman
Publisher : Morgan Kaufmann
ISBN 13 : 012801038X
Total Pages : 938 pages
Book Rating : 4.1/5 (28 download)

DOWNLOAD NOW!

Book Synopsis Understanding Virtual Reality by : William R. Sherman

Download or read book Understanding Virtual Reality written by William R. Sherman and published by Morgan Kaufmann. This book was released on 2018-11-08 with total page 938 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Virtual Reality: Interface, Application, and Design, Second Edition, arrives at a time when the technologies behind virtual reality have advanced dramatically in their development and deployment, providing meaningful and productive virtual reality applications. The aim of this book is to help users take advantage of ways they can identify and prepare for the applications of VR in their field, whatever it may be. The included information counters both exaggerated claims for VR, citing dozens of real-world examples. By approaching VR as a communications medium, the authors have created a resource that will remain relevant even as the underlying technologies evolve. You get a history of VR, along with a good look at systems currently in use. However, the focus remains squarely on the application of VR and the many issues that arise in application design and implementation, including hardware requirements, system integration, interaction techniques and usability. Features substantive, illuminating coverage designed for technical or business readers and the classroom Examines VR's constituent technologies, drawn from visualization, representation, graphics, human-computer interaction and other fields Provides (via a companion website) additional case studies, tutorials, instructional materials and a link to an open-source VR programming system Includes updated perception material and new sections on game engines, optical tracking, VR visual interface software and a new glossary with pictures

VRx

Author : Brennan Spiegel
Publisher : Basic Books
ISBN 13 : 1541699750
Total Pages : 271 pages
Book Rating : 4.5/5 (416 download)

DOWNLOAD NOW!

Book Synopsis VRx by : Brennan Spiegel

Download or read book VRx written by Brennan Spiegel and published by Basic Books. This book was released on 2020-10-06 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: A leading doctor unveils the groundbreaking potential of virtual medicine. Brennan Spiegel has spent years studying the medical power of the mind, and in VRx he reveals a revolutionary new kind of care: virtual medicine. It offers the possibility of treating illnesses without solely relying on intrusive surgeries or addictive opioids. Virtual medicine works by convincing your body that it's somewhere, or something, it isn't. It's affordable, widely available, and has already proved effective against everything from burn injuries to stroke to PTSD. Spiegel shows how a simple VR headset lets a patient with schizophrenia confront the demon in his head, how dementia patients regain function in a life-size virtual town, and how vivid simulations of patients' experiences are making doctors more empathic. VRx is a revelatory account of the connection between our bodies and ourselves. In an age of overmedication and depersonalized care, it offers no less than a new way to heal.

Virtual Reality Blueprints

Author : Charles Palmer
Publisher : Packt Publishing Ltd
ISBN 13 : 1786465035
Total Pages : 243 pages
Book Rating : 4.7/5 (864 download)

DOWNLOAD NOW!

Book Synopsis Virtual Reality Blueprints by : Charles Palmer

Download or read book Virtual Reality Blueprints written by Charles Palmer and published by Packt Publishing Ltd. This book was released on 2018-02-28 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you new to virtual reality? Do you want to create exciting interactive VR applications? There's no need to be daunted by the thought of creating interactive VR applications, it's much easier than you think with this hands-on, project-based guide that will take you through VR development essentials for desktop, mobile, and web-based games ...

The Internet Is Not the Answer

Author : Andrew Keen
Publisher : Open Road + Grove/Atlantic
ISBN 13 : 0802192319
Total Pages : 249 pages
Book Rating : 4.8/5 (21 download)

DOWNLOAD NOW!

Book Synopsis The Internet Is Not the Answer by : Andrew Keen

Download or read book The Internet Is Not the Answer written by Andrew Keen and published by Open Road + Grove/Atlantic. This book was released on 2015-01-06 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: The renowned Internet commentator and author of How to Fix the Future“expos[es] the greed, egotism and narcissism that fuels the tech world” (Chicago Tribune). The digital revolution has contributed to the world in many positive ways, but we are less aware of the Internet’s deeply negative effects. The Internet Is Not the Answer, by longtime Internet skeptic Andrew Keen, offers a comprehensive look at what the Internet is doing to our lives. The book traces the technological and economic history of the Internet, from its founding in the 1960s through the rise of big data companies to the increasing attempts to monetize almost every human activity. In this sharp, witty narrative, informed by the work of other writers, reporters, and academics, as well as his own research and interviews, Keen shows us the tech world, warts and all. Startling and important, The Internet Is Not the Answer is a big-picture look at what the Internet is doing to our society and an investigation of what we can do to try to make sure the decisions we are making about the reconfiguring of our world do not lead to unpleasant, unforeseen aftershocks. “Andrew Keen has written a very powerful and daring manifesto questioning whether the Internet lives up to its own espoused values. He is not an opponent of Internet culture, he is its conscience, and must be heard.” —Po Bronson, #1 New York Times–bestselling author

The Immersive Reality Revolution

Author : T P Ffiske
Publisher :
ISBN 13 :
Total Pages : 142 pages
Book Rating : 4.6/5 (139 download)

DOWNLOAD NOW!

Book Synopsis The Immersive Reality Revolution by : T P Ffiske

Download or read book The Immersive Reality Revolution written by T P Ffiske and published by . This book was released on 2020-02-14 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Immersive reality (VR, AR, and MR) is shaping multiple industries today. Everything, from marketing to retail and training to education, is being fundamentally changed by technology. This concise book will explore all the ways the technology is shaping our industries, disrupting our old way of life and introducing new ways to improve processes. But like all technologies, we must bear in mind how we sustainably move into our future. The book summarises by exploring the ethics behind VR and AR, as well as the regulations we must bear in mind. Are you ready for the immersive reality revolution?Contents: - Introduction: The Immersive Reality Revolution- Education: Teaching Future Generations With Immersive Tech- Empathy: The Power of Immersion to Change Lives- Social Spaces: Shaping the Way We Communicate With One Another- AR Glasses: The Next Big Tech Battle- Training: Training the Next Generation of Employees Safely- Movies: A New Way to Watch Entertainment- Interview: Deep Dive Into Immersive Film- AR Creators: A New Channel for Marketing- Drones: Zooming in First Person- Arcades: The Gateway to Vr- Meditation: Quiet in a Loud World- Ethics in Virtual and Augmented Reality- Control: Regulation and Risks in the Future- Epilogue: Where Immersive Technology Will Go Next

Virtual Reality

Author : Samuel Greengard
Publisher : MIT Press
ISBN 13 : 0262537524
Total Pages : 266 pages
Book Rating : 4.2/5 (625 download)

DOWNLOAD NOW!

Book Synopsis Virtual Reality by : Samuel Greengard

Download or read book Virtual Reality written by Samuel Greengard and published by MIT Press. This book was released on 2019-09-10 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive overview of developments in augmented reality, virtual reality, and mixed reality—and how they could affect every part of our lives. After years of hype, extended reality—augmented reality (AR), virtual reality (VR), and mixed reality (MR)—has entered the mainstream. Commercially available, relatively inexpensive VR headsets transport wearers to other realities—fantasy worlds, faraway countries, sporting events—in ways that even the most ultra-high-definition screen cannot. AR glasses receive data in visual and auditory forms that are more useful than any laptop or smartphone can deliver. Immersive MR environments blend physical and virtual reality to create a new reality. In this volume in the MIT Press Essential Knowledge series, technology writer Samuel Greengard offers an accessible overview of developments in extended reality, explaining the technology, considering the social and psychological ramifications, and discussing possible future directions. Greengard describes the history and technological development of augmented and virtual realities, including the latest research in the field, and surveys the various shapes and forms of VR, AR, and MR, including head-mounted displays, mobile systems, and goggles. He examines the way these technologies are shaping and reshaping some professions and industries, and explores how extended reality affects psychology, morality, law, and social constructs. It's not a question of whether extended reality will become a standard part of our world, he argues, but how, when, and where these technologies will take hold. Will extended reality help create a better world? Will it benefit society as a whole? Or will it merely provide financial windfalls for a select few? Greengard's account equips us to ask the right questions about a transformative technology.

Spatial Augmented Reality

Author : Oliver Bimber
Publisher : CRC Press
ISBN 13 : 1439864942
Total Pages : 386 pages
Book Rating : 4.4/5 (398 download)

DOWNLOAD NOW!

Book Synopsis Spatial Augmented Reality by : Oliver Bimber

Download or read book Spatial Augmented Reality written by Oliver Bimber and published by CRC Press. This book was released on 2005-08-08 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Like virtual reality, augmented reality is becoming an emerging platform in new application areas for museums, edutainment, home entertainment, research, industry, and the art communities using novel approaches which have taken augmented reality beyond traditional eye-worn or hand-held displays. In this book, the authors discuss spatial augmented r

Augmented Reality and Virtual Reality

Author : M. Claudia tom Dieck
Publisher : Springer
ISBN 13 : 3030062465
Total Pages : 335 pages
Book Rating : 4.0/5 (3 download)

DOWNLOAD NOW!

Book Synopsis Augmented Reality and Virtual Reality by : M. Claudia tom Dieck

Download or read book Augmented Reality and Virtual Reality written by M. Claudia tom Dieck and published by Springer. This book was released on 2019-02-19 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing opportunities for businesses to offer their customers unique services and experiences. The papers gathered here advance the state of the art in AR/VR technologies and their applications in various industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and gaming. The volume collects contributions by prominent computer and social sciences experts from around the globe. Addressing the most significant topics in the field of augmented and virtual reality and sharing the latest findings, it will be of interest to academics and practitioners alike.

Narrative Absorption

Author : Frank Hakemulder
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027265135
Total Pages : 331 pages
Book Rating : 4.0/5 (272 download)

DOWNLOAD NOW!

Book Synopsis Narrative Absorption by : Frank Hakemulder

Download or read book Narrative Absorption written by Frank Hakemulder and published by John Benjamins Publishing Company. This book was released on 2017-11-15 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Narrative Absorption brings together research from the social sciences and Humanities to solve a number of mysteries: Most of us will have had those moments, of being totally absorbed in a book, a movie, or computer game. Typically we do not have any idea about how we ended up in such a state. Nor do we fully realize how we might have changed as we return for the fictional worlds we have visited. The feeling of being absorbed is one of the most illusive and transient feelings, but also one that motivates audiences to spend considerable amounts of time in narrative worlds, and one that is central to our understanding of the effects of narratives on beliefs and behavior. Key specialists inform the reader of this book about the nature of the peculiar state of consciousness during episodes of absorption, the perception of absorption in history, the role of absorption in meaningful experiences with narratives, the relation with related phenomena such as suspense and identification, issues of measurement, and the practical implications, for instance in education-entertainment. Various fields have worked separately on topics of absorption, albeit using different terminology and methods, but having reached a high level of development and complexity in understanding absorption. Now is the time to bring them together. This volume will be a point of reference for years to come.

Innovative Learning Environments in STEM Higher Education

Author : Jungwoo Ryoo
Publisher : Springer Nature
ISBN 13 : 303058948X
Total Pages : 148 pages
Book Rating : 4.0/5 (35 download)

DOWNLOAD NOW!

Book Synopsis Innovative Learning Environments in STEM Higher Education by : Jungwoo Ryoo

Download or read book Innovative Learning Environments in STEM Higher Education written by Jungwoo Ryoo and published by Springer Nature. This book was released on 2021-03-11 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: As explored in this open access book, higher education in STEM fields is influenced by many factors, including education research, government and school policies, financial considerations, technology limitations, and acceptance of innovations by faculty and students. In 2018, Drs. Ryoo and Winkelmann explored the opportunities, challenges, and future research initiatives of innovative learning environments (ILEs) in higher education STEM disciplines in their pioneering project: eXploring the Future of Innovative Learning Environments (X-FILEs). Workshop participants evaluated four main ILE categories: personalized and adaptive learning, multimodal learning formats, cross/extended reality (XR), and artificial intelligence (AI) and machine learning (ML). This open access book gathers the perspectives expressed during the X-FILEs workshop and its follow-up activities. It is designed to help inform education policy makers, researchers, developers, and practitioners about the adoption and implementation of ILEs in higher education.

The Fourth Transformation

Author : Robert Scoble
Publisher :
ISBN 13 : 9781539894445
Total Pages : 0 pages
Book Rating : 4.8/5 (944 download)

DOWNLOAD NOW!

Book Synopsis The Fourth Transformation by : Robert Scoble

Download or read book The Fourth Transformation written by Robert Scoble and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ten years from today, the center of our digital lives will no longer be the smart phone, but device that looks like ordinary eyeglasses: except those glasses will have settings for Virtual and Augmented Reality. What you really see and what is computer generated will be mixed so tightly together, that we won't really be able to tell what is real and what is illusion.Instead of touching and sliding on a mobile phone, we will make things happen by moving our eyes or by brainwaves. When we talk with someone or play an online game, we will see that person in the same room with us. We will be able to touch and feel her or him through haptic technology.We won't need to search online with words, because there will be a new Visual Web 100 times larger than the current Internet, and we will find things by images, buy things by brands, or just by looking at a logo on the jacket of a passerby. Language will be irrelevant, and a merchant in a developing world will have access to global markets.Medical devices will cure schizophrenia, allow quadriplegics to walk. People will be able to touch and feel objects and other people who are not actually there for conversations, games and perhaps intimate experiences. From Kindergarten to on-the-job, learning will become experiential. Children will visit great battlefields and tour historic places in VR rather than read about them in text books. Med students and surgeons will learn and practice on virtual humans rather than cadavers; oil rig workers will understand how to handle emergencies, before the ever leave the home office.The Fourth Transformation is based on two years of research and about 400 interviews with technologists and business decision makers. It explains the technology and product landscape on a level designed to be interesting and useful to business thinkers and general audiences. Mostly it talks about how VR and AR are already being used, or will be used in the next one-to-three years. It explains how this massive and fundamental transformation will be driven, nit just by Millennials, but by the generation following them, which the authors have named the Minecraft Generation.Robert Scoble and Shel Israel have written this book in the hope that it will serve as a business thinker's guidebook to the near-term future. They hope readers will walk away understanding the massive changes rapidly arising, so that they will navigate a successful course through the changes they will be facing sooner than they-or their competitors-- may realize just yet.