The move is certainly necessary for cars and wearables, where flexible OLED is important for putting displays on less-than-flat surfaces. However, LG is also doing this to resist the race-to-the-bottom trend in screen pricing, especially in the TV space. Like 3D and 4K, OLED gives LG a reason to ask a premium for that giant TV or banana-shaped smartphone -- it doesn't have to compete as much on price. That effect will only last for so long -- OLED TV prices have fallen rapidly in the past few years -- but it could keep LG ahead of the pack (or at least, near the front) for a little while longer.