I suspect that the comments about OLED's future made in this article are similar to those that were made when LCD and plasma were first released. Too expensive is an all too familiar resound. The truth of the matter is that OLED has had some substantial price drops since it appeared on the market, and LG's aim is to bring the prices of OLED to at least parity with LCD and all its variants. In fact, the estimate that it will be 2016 when that parity happens. If they are right, even those who know little about the reason OLED is a superior technology will buy them simply because side-by-side with LCD, OLED is a clear winner.