Supermarket 2.0 is SO Web 2.0

My favorite Web 2.0 Expo keynote opening video (they opened each keynote session with a video) was Supermarket 2.0. This is my favorite in part because I had already seen (and highly appreciated) Michael Wesch's video "Web 2.0 ... The Machine is Us/ing Us"

"Supermarket 2.0" takes a different approach:

Remaining Mysteries...

I'm still not sure what's happening when the shopper hands the storekeeper a lemon and it is instantaneously transformed into a variety of goods, which the shopper accepts (and puts into her basket) or rejects (she sweeps it away). Does anyone know that aspect of Web 2.0 applications this segment is parodying?

-- Kevin Farnham
O'Reilly Media