I have to say that this is one of the more poorly conceived uses for AR.
Do you see how the iPhone is blocking the text on the page? That's going to make it hard to follow along with the conversation, take notes, or do anything besides hold the iPhone in front of the page so the video will play. I think it would be better simply to have the app play the video without using the AR gimmick.
Just to be clear, I call this a gimmick because the publisher could have simply posted the videos online and let students play them on whatever device they have. The videos will fill the educational need with or without involving augmented reality.
I happen to like the idea of augmented reality on a technical level and it is a very nice toy which is fun to play with. But I am still waiting for someone to come up with an intelligent way to use augmented reality that actually adds to a book.
P.S. If you're working on a better way to use AR, drop me a line. I do want to see it.