I use them if I'm interested. The ones I've seen in Australia are pretty plain, black and white numbers.
I saw some good examples in Malaysia and have seen a few around UK. I've seen some really bad ones too, too small, not enough quietzone and blurry. Then some take you to a full site.
I don't think it's about stupidity Gem, it's about user centricness, not everyone has the time or incentive to stop and type a URL into their device. Then the auto correct can screw it up, then you just go, 'stuff it, I'll look it up later', then you forget about it.