Re: What the Hell is Firefly???
Right. As I understand it from the ads:
Firefly is a combination of existing technology, like QR code readers and the Shazaam sound-recognition service. The Firefly app uses the phone's (rear-facing) camera and microphone (and may also process content that's playing on the phone, for all I know) to gather information, which it sends to an Amazon service that performs text recognition (for URLs), image matching (for identifying objects), sound recognition, etc. When the service thinks it's probably identified something, it sends the info back to the app; and if it's something Amazon can sell you in some form, it sends a link to the item in the Amazon store as well.
This is all pretty straightforward tech - all things that are in common use - bundled up with a point-and-click interface and tied to the store to make subsequent purchases as simple as possible. It's not something I'm interested in using, but I admire the elegance.