My reaction? I was impressed and couldn't believe how well the effect worked. It's part hologram and part 3D. It's not that the image hovers over the screen like R2-D2 projecting Princess Leia in the original Star Wars film. It's more that there were layers of depth to the image. It's as if the screen was a proscenium theater and some parts of the image were upfront and close and other parts of the image were farther away.
The overall effect was immersive. No matter how much I moved the phone, the 3D effect was there. It worked in both portrait and landscape.