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Am I Missing Something Obvious? Its Only Targets?

I've read the docs, and this might sound like a stupid question, but the Cloud Recognition service recognises the targets - but can we vary the content that it shown based on the target it sees through the cloud?

While adding more recognition targets is great - I can't see the connection between being able to update AR content completely remotely using this system (ie, Aurasma style)

Please tell me if I've got the wrong angle on this, I'd love to get this understood correctly

 

Cheers

Jason