At first I thought this was just a gimmick without any real-world usage, the last several demos in the video changed my mind. Having a button raise itself until pressed would be a great feature for something like a car touchscreen.<p>The argument I always hear against automotive touchscreens is that you can't feel them without looking at the screen (and thereby taking your eyes off the road). However, with this screen it should be possible to adjust the fan speed, or turn on the seat heater, without even looking at the screen.