"When Google introduced its Google Glass smart glasses four years ago, it turned to Glass-sporting sky divers buzzing a San Francisco convention center, Glass-adorned models at a glitzy fashion show and a Twitter campaign to notify early "Glass Explorers" of their luck in snagging a pair.
This year, when Microsoft showed off an early edition of its HoloLens augmented-reality goggles, it took the opposite approach: targeting the software developers it needs to make the device useful. No stunts. No fashion spreads. No consumer marketing at all."