This is interesting (even if it took me a while to get my head around the story). This could add some fun into ARGs (alternate reality games) in the future, if it became pervasive enough. Clues could be everywhere and anywhere. Essentially, the technology encodes information and data into images in the way that can’t be seen well by the human eye – they can be seen by cameraphones however.
All sorts of unintended consequences from uses we would never imagine right now, I suspect.