I think it's cheesy, but apparently I am the only one who does.
There was a link in the BoingBoing comments section that led to a collection of similar "iPhone over mouth" augmented reality tricks. This has been used a lot, and some weren't bad. For example, one guy used it in his resume; he couldn't get his foot in the door but he could still get the recruiters to listen. Now that was clever.
And a couple of the other examples look like they're ads. I'm not sure what they're saying, but do you know what? It's still cheesy. If you want to do a video, link to it. Don't try some Clutch Cargo kind of gimmickry.