How could they not be? Manufactureres / stores are doing all sorts of things to help gain incremental sales/interaction/engagement outside of store. They're on billboards, ads, subway walls... in Japan you can order your groceries by snapping a barcode and having it added to your grocery list! (different article, but same concept)
It's an easy, immediate way to connect with brands
http://www.mobilecommercedaily.com/2012/02/23/are-mobile-bar-codes-changing-the-way-consumers-shop
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PeaPod actually just announced a new billboard that you can order groceries off of. Testing in Philly currently...http://www.youtube.com/watch?v=wrQL0V2F8r8&feature=channel_video_title