OLED has sort of been 'the coming thing' in display technology for some time, unfortunately it has been very slow to develop as far as physically larger panels.
I just hadn't seen that flexible of a display. While OLEDs can be quite fragile, especially to water and overall lifespan, I thought this was a cool inovation. I also can see this technology fit into the "gimmick" market quite well due to this type of apparent durability.