QR codes are a technology that desperately wants our attention.The technology behind QR codes was not invented for advertising and marketing - we are just co-opting its usage, and it shows.From the relative lack of public understanding of what they even are, to the dearth of creativity in their usage, the QR code is destined to become just the little box that geek built. Just another design fad that very few consumers are really interested apart from trendy marketeers. Is the effort required to read a QR code really worth the result? I doubt it. One potential drawback to QR codes maybe that not enough people are aware of what they are and what to do with them. That lack of awareness will surely consign it to the creative dustbin in time. Another issue is that the ability to use QR code technology is limited by whether or not a consumer has a smart phone or a cell phone equipped with a camera and can really really be bothered to faff around to scan and digest web information on a itsy bitsy smartphone. The Ad World is littered with technological fails because it doesn't understand the true consumer mind or personality. Do you really think the person walking past a Hienz Tomato sauce poster outside Tesco's is going to be that stimulated to whip out the smartphone, scan, wait for connection, just to get information she already has a handle on?