Blame Sony's Chief Boss Howard Stringer for commenting that OLED sounds like a Norse god. But it's not. It's an ultra flat display technology with an inherently outstanding black level. Last year, Sony showed a number of small 11-inch models, together with a slightly larger prototype. The display was essentially the same this year, except that the design has been refined and the 11-incher is actually on sale now for $2500. OLED is currently expensive to manufacturer in larger screen sizes, and reportedly has a shorter life than LCD and plasma displays. But the pictures on these small screens sure looked fantastic.