The intermediary steps are not so financially rewarding or even interesting, but the end game is significant.
Durable, flexible screens allow a whole series of new technology.
Off the top of my head:
Imagine a laptop with a screen that seamlessly folds in four. For travelling work you use a quadrant, for office work or presentations you fold it out to full size.
Imagine a screen that folds around your arm like a cuff - perfect for leisure activities like cycling or diving, or work that requires both hands (an alternative to google glass style displays).
If you can make something durable and flexible, there are a lot of new things you can do that you currently can't.