A seven-layer screen—-as thin as a credit card—-will be better-looking and more efficient than LCD and plasma...

Very interesting.  Check it out :)

http://www.popsci.com/entertainment-amp-gaming/article/2009-03/thinnest-most-colorful-tv-yet

Now wouldn't that be good for GOW3?  

Yay OLED. I'm doing a BSc in television technology at university and let me tell you that OLED will destroy LCD. It is superior by vast amounts. If you have ever seen one you will know what I mean.

The question remains how much its going to start out at...

Not much, and the eventuality is that it is going to one day be cheaper to produce and buy than LCD because it will be easier to manufacture and require less resources. I've heard of big OLED screens but the largest one I've seen working well in the labs at uni is only small.

Plasmas essentially dead in the water already. LCD will be too in a few years.

cool, the BBC had a show about OLED a few weeks back, looks wiked

Price wise they are expensive, isnt Sony's 19" OLED like $1500? I thought that is what i heard. They are nice looking, but I'll stick with my LCD for awhile, nothing wrong with it ATM.

I've been waiting for OLED for years now :\

Thus far they've only talked about how awesome its going to be...

My first LCD display (a first generation one) cost about that much, now I could get the same one for next to nothing. As technology grows more sophisticated and spreads to larger markets the costs will come down. Plasma and LCD were very expensive when they were first launched. In a few years OLED will be the same price as LCD is now, perhaps cheaper. Hell Cathode ray TVs were expensive when the were first launched, now we throw cathode-ray TVs away without a second thought.

LCD is a good display, but we can easily do better...

Yes but look how long it took for LCD & Plasma TVs to get where they are now.  OLED TVs maybe the next great thing, and they will be cause they are nice, but reasonable prices wont be here for another 5 years.   My TV has been on the market for a year and its still $2500,  it hasnt dropped a dime in price in a year.  And thats with the new LaserVue TVs out, and the LED LCD TVs out as well.  It seems that while the technology in TVs are moving fast, the prices arent reflecting it.

That may have to do with the fact that people don't buy TV's unless the old one breaks, and the CRTs are capable of lasting for decades. There is no reason to upgrade from a CRT to a LCD of the same size, as you could be buying plenty of other things instead. Also factor in that a lot of people don't have access to HD content, so again there is no reason to upgrade. If people don't buy the new TV's then the companies don't recover their investment costs, so prices stay high.

I bought one LCD tv ~2.5 years ago when I moved out of my parents house (~$900 for a 32"), and I will not be buying another TV until I buy my own house, and even then I'll probably wait a bit as I don't have much of a need for 2 TV's.