Maybe i am completely out of the WXSW loop but when did QR become a joke? To me it always seemed like a nice and simple piece of tech.
http://picturesofpeoplescanningqrcodes.tumblr.com/
I myself have never seen or heard of anyone actually using a QR code. However I read with great interest the HN thread two days ago about how cashless purchasing is done in China with wechat and QR codes, etc.
This is all relevant to my interests as "Oh By"[1], a project I am working on, is (among other things) a replacement for QR Codes.
[1] https://0x.co