At a party in Los Angeles in May, Patrón launched a virtual tour of the hacienda in Mexico where its agave is distilled. Birchbox announced that this month its men’s subscription box will include a virtual-reality viewer and app allowing its subscribers to surf or fly a helicopter. And at North Face stores, you can see virtual video of dudes climbing a rock face in the company’s gear. James Blaha, a game developer with severe lazy eye–a condition that affects about 2% to 3% of the world’s population–has used virtual reality to basically cure the disease in 30-minute sessions over three to four weeks; he’s sold 1,000 copies of the system to optometrists already. And Hollywood is putting nearly as much money as Silicon Valley into the concept.
Nearly every week, there’s a virtual-reality convention. Standing in line with 1,500 other people for the sold-out Virtual Reality Los Angeles spring expo in March to visit the booths of more than 50 companies, I am asked to sign a contract. It is not, like other tech releases, about me not telling anyone about anything I saw or thought I might have seen here. Instead, it says, “I am aware that some people experience nausea, disorientation, motion sickness, general discomfort, headaches or other health issues when experiencing virtual reality.
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