At least a couple of Far Eastern manufacturers are banking their entire future on the fact that the world is going to start embracing LCD TVs in seriously big numbers.
Here then is their worse nightmare.
Developed by Samsung, and only a prototype at the moment, is a 40inch OLED screen.
It ticks all the right boxes in that it is widescreen, HDTV compatible with a resolution of 1280×800 (WXGA), and most important of all just 3cm thick.
Samsung has been increasing the size of OLED screens. Last year it announced a 14.1inch WXGA (1280×768) OLED panel, which was followed in January the 21inch (1920×1080) OLED panel.
Of course churning out prototypes is the easy part, offering OLEDs of this size for the mass market that leave consumers with change from the best part of £20 grand is another matter.