Metaio, a company that created software for building augmented reality applications, has stopped selling its products, according to a message posted prominently on different pages of the company’s website.

Now rumors are flying, just a few hours before Google holds its major I/O conference where it’s expected to talk about progress in augmented reality or virtual reality.

“Metaio products and subscriptions are no longer available for purchase,” the company says on its product support page. “Downloads of your previous purchases will be available until December 15th, 2015, and active cloud subscriptions will be continued until expiration. Email support will continue until June 30th, 2015.”

The 2015 InsideAR conference in San Francisco that Metaio has supported in previous years has been canceled. Metaio’s Twitter account has been taken down.

People started tweeting about the cryptic message yesterday.

And now are wondering if Google itself has acquired Metaio.

Whatever has happened to Metaio, the time seems to have come for the company’s technology.

Google unveiled its Cardboard virtual reality system at I/O last year. Facebook bought virtual reality startup Oculus VR last year, too. And this year Microsoft has introduced the Hololens augmented reality headset and developer platform.

Oh, and in October Google said it had led a big $542 million round in augmented reality startup Magic Leap.

Metaio started in 2003 and has headquarters in Munich, Germany.

The company did not respond to VentureBeat’s request for comment. Neither did Google.

To view all of VentureBeat’s Google I/O coverage, click here.

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