What's Wrong With 'Reality'?

These days, the word 'reality' is frequently prepended by the adjective 'augmented' to describe a wide variety of technical, social and cultural developments, which seem to have little in common. What lumps them together? Does anything specific distinguish the 'augmented' part from 'reality' itself? Drawing on experiences from building Pachube.com, a sensor data broker platform that connects physical and virtual environments, this talk will start to unpack some of the implications and consequences of the phenomenon.