If they can manage that the entire lighting industry will be in turmoil. Imagine a paint that emits light. The whole concept reminds me of the futurology research behind the movie "Minority Report" I often go back to certain scenes, specially in the appartments of the main character, just to see what they believe has a good probability of making it to the technology scene one day.
I can just see myself lying in bed, reading a good novel off the ceiling ! And then shift it to a portion of the latrine floor !
Or better yet. You carry an emitter with you that connects to any "paint screen" 10 yards around (on your property of course). While you walk about you read your novel on the nearest screen you see.
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