Promise of Flexible Displays on the Shelf

We looked at the prospect of using flexible displays on the retail shelf.  This CACM article updates more of the possibilities (not full text).   Takes thinking beyond the rectangular.   Imagine a display molded onto most any surface.  Attracting shoppers, providing information just in time with the ability to interact at just the correct location.   Now all that has to happen is generating the content and have the connections to make it work fast, accurately and well.  Many people are working on it.