Well they've drawn a line in the sand. To compete, everything like this will have to be a lot better or cheaper. I like the idea of an ambient light rejecting screen, they have been around for a while, but very expensive. Still, my screen and projector cost less than $1,500 4 years ago and it probably has another 4 years at the rate I'm going. At that point it will certainly be 4k or just skip it entirely and buy a couple of occulus rifts!