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"A good science fiction story should be able to predict not the automobile but the traffic jam."
- Frederik Pohl

Holomist  
  A means of projecting a commercial message onto a fine spray.  

Lilo and Vaffa moved through a maze of floating advertisements of ghostsmoke and holomist that followed the prospective customer and played breath-catching tricks with perspective, all the time broadcasting direct to the inner ear, thus evading the noise-pollution laws.

They managed to whirl out of the mainstream into a green eddy of parkland.

From The Ophiuchi Hotline, by John Varley.
Published by Quantum Science Fiction in 1977
Additional resources -

Take a look at this real-life technology, a waterfall display created at Carnegie Mellon:


(Water droplet display video)

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Additional resources:
  More Ideas and Technology from The Ophiuchi Hotline
  More Ideas and Technology by John Varley
  Tech news articles related to The Ophiuchi Hotline
  Tech news articles related to works by John Varley

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