This screen was made by LG, but you can look forward to other companies jumping on board soon. Currently the costs are probably pretty high. But as the laws of technological innovation go, as production increases, costs will go down. If you think of the possibilities they are really vast. The artistic and function flexibility when it comes to designing a watch on a totally circular, color LCD is vast. Watches can take just about any form, either digital or analog, and can obviously change via user command. I even foresee user modifiable DIY watch kits. Think about it. You get the watch and interchangeable straps along with software that allows you to create any type of watch or wrist instrument you want. Now that is a very cool idea.