My company tested these transparent OLEDS or TOLEDS to deploy in our venues. It may seem like this is a gimmick, but it's transformative in digital interaction. Let me share a thought experiment. Have you ever been to a sports bar where there are TVs just everywhere and it's great when there's a big game but a huge distraction otherwise? TOLEDS do an incredible job at solving this and allow for some super awesome integration. For example, what if your bar counter had a glass top that could also double as a screen for you to use (Yes they can be touchscreen as well and only accept inputs from designated areas if needed).
I think the big thing here is also allows for transparency with objects and can be great for way finding or augmentation and disappear when not needed.