Book excerpt: Many display applications involve low unit volumes, yet must be economically viable. Exotic displays--less than 1000 units worldwide--are used in advertising, entertainment, public service, scientific, and defense systems. Such specialty applications of flat panel displays are analyzed along with their business models. These niche markets are, perhaps paradoxically, associated with significantly higher performance requirements than are incorporated into mass market products. It will be shown that display technology is driven, to a disproportionate degree, by the design and manufacturing efforts undertaken to address these niche market products. That is, the engine of progress in flat panel displays is powered by specialty applications.