If you're playing word association with the terms "augmented reality" and "automobiles," your first thoughts probably center on navigation displays in cars or virtual models of exotic vehicles.
Smartphones have been around for nearly a decade now, so we've had plenty of time to develop preconceptions and bias. People that have never owned an iPhone will tell you that Apple devices are restrictive and bland, while others might say that stock Android is boring compared to manufacturer skins like HTC's Sense, despite never having owned a Nexus or Pixel.
In our media-enriched world, past and present, SCRABBLE has made a name for itself, whether deliberately, subconsciously, or influentially. You may have a read a book that had the popular word game within a chapter, watched a movie that showed your favorite characters bringing out the SCRABBLE board, or even listened to a rap about this word or that word. SCRABBLE is everywhere, even if you don't realize it.