This is Sony’s new OLED technology. Supposed to be a breakthrough in picture quality and power requirement reduction (no backlight required), as well as having a 1,000,000:1 contract ratio. I just saw an ad for them and honestly, the picture quality didn’t look much better than the TV I’m watching the ad on 
But 11 inches? Why even bother. Just go ahead and start pumping out 42" screens and larger for $12k. You know people are going to mortgage their houses to buy them anyway.
So… you saw an ad on your tv, showing a picture on their tv, displayed on your tv? And you can judge quality from that? 
That’s the beauty of it. Future technology will allow this new TV to be filmed and broadcast on regular TV"s nationwide. The cost savings would be enormous because you would only need one super TV and video camera per channel.
I still remember watching ads for color TVs back when my parents couldn’t afford a new one, so we still used their black and white one. I always wondered, if they could display the color TV in color on my black and white TV, why couldn’t they display other stuff in color, too. Color me confused.
My guess is that it would take more time to make a bigger set, and they want to get the technology out there as quickly as possible to beat their competitors to it.
Wait, what? Your B+W TV showed color on the screens of color TVs being advertised? I’m either misreading or being wooshed.
And yeah, I came in here to make some wise ass remark about color ads in magazines before they had color printing or something.
all these other wiseasses 'round here beat me to it
Funny, I just saw one of these for the first time yesterday (I had a meeting at Sony HQ and they have a display of all their new products in the foyer). It’s nice looking, but the image quality didn’t stand out as all that incredible.
I was impressed that the screen was only 3mm thick, but when my current TV is a 30kg CRT, the difference between a 10cm thick LCD and a 3mm OLED doesn’t seem that important. I’ll probably feel different in 10 years when I’m trying to hang the new 120" holoscroll on the living room wall.
I saw one of these at the Sonystyle store in the mall. I thought about getting one to hang on my car’s sun visor, so I can watch TV while stuck in traffic. (The size is perfect.)