Computer ads on the floor

A company called Intellimat has released a new product that offers video and sound when shoppers run a cart over it, according to this story in Ad Age.

I'm skeptical. Certainly, it might have some effect at first, as shoppers react to something new. But I wonder how many more ads shoppers can handle. There's also this point:

“It’s not going to work. You have issues related to American Disabilities Act, people with wheelchairs are going to have a hard time getting over it,” she said. “I think it is a terrific idea, but it’s only going to work if it is paper-thin.”

The article describes the item only as "less than an inch thick." Given the usual state of shopping-cart wheels, it better be a lot less than an inch.