“Recon Instruments has been building heads-up display headgear for years, but until Google Glass showed up, not many people understood what exactly the company was trying to sell. “Google being in this space makes it easier for us to explain what we do,” said Shane Luke, Recon’s VP of product management at Google I/O today. “People aren’t so confused by our products anymore.” The company’s next product, the Jet, is a pair of sunglasses built for bike riders, kayakers, runners and general athletes.

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