The technology is cool, and I can see the flexible displays being used for putting displays on oddly shaped surfaces, and for other applications where you have

The technology is cool, and I can see the flexible displays being used for putting displays on oddly shaped surfaces, and for other applications where you have somewhere a screen can roll into. But the concept video feels like an April fools joke, or something you would see from the 90s before they came up with better UX. It just doesn't seem as useable or robust as a simple flat surface. Perhaps this technology will allow phones to be even thinner.