LG isn't the first company bringing a 4K short-throw projector to CES and it inevitable will not be the last. What the company claims, however, is that with its subtle design and AI-powered voice control the CineBeam Laser 4K could realistically blend into a living room until you suddenly feel the need to watch a 90- or 120-inch display. Sure, you could always get a hideaway rolling OLED screen to do the same job, but even without revealing the price I'm going to assume this will be a cheaper option.