There were some proposals a year or so ago fortunately rejected by auto manufactures to have heads up displays that flashed adds for businesses on your windscreen as you passed by. For example if you had ever bought with a credit card from Strarbucks every time you passed a Starbucks an add for them would pop up. There was heavy investment in projection technology back when cell phones were small. The idea was to project info onto flat surfaces. Rather the cell phone industry went to larger platforms like modern smart phones with big screens capable of higher resolution displays. I kind of miss those old small phones. My smart phone seems more of a marketing device than anything else. Plus the older phones seemed to have better reception in areas with poor cell coverage ( i.e. everywhere I like to ride). The few useful features like Earth , Maps, and social media access are far outweighed by dedicated marketing apps for stuff I have no interest in.
Anyways those investors are still seeking commercial applications for projection technology and I fear advertisers will be first to buy into it. Imagine a Coca-Cola add visible on face of the moon, or every freeway overpass bearing an illuminated add for Tide or Pampers. Or imagine if driving a Ford every time your car detects a flat surface it projects a message " Buy Ford" or any other product that has paid Ford to advertise for them.
While laws prohibit painted graffiti or billboard type adds on property one does not own nothing yet regulates projected imagery. There is money to be made in "In-Your-Face" advertising. I plan to boycott any products advertised thusly.