Mind-boggling matter

Check out this video, via PSFK, that shows an about-to-be-new technology.

Shape-shifting, programmable matter.

It would give us a completely new advertising medium, presenting multitudes of creative opportunities. But actually, this goes far beyond advertising. Think of the possibilities for communication!

What's weird is that it makes perfect sense that we'd be able to do this. Maybe that's how you know it's an idea whose time has come.