Scanbuy is doing a great job of educating the masses to physical world connection.
I think every major TV market now has been exposed to the capablities of using a camera phone and a barcode. After people realize that other codes besides a 1D code can be scanned, you will see other applications than price comparison.
From CBS3 Cell phone price check
Scanbuy's Shopper takes the camera's that are built in on the cell phone and essentially uses them as a scanner.
The server will then take the bar code, will interpret it, will match it against an online price matching service, and then send you back a message.
The Scanbuy Shopper also works by just punching in the bar code number, instead of taking a picture so you don't need a camera phone.
Scanbuy searches sites like Amazon and Price Grabber to find you the best deal.