Since the Sony building is right near the Toy Park, I peeked around inside. This is Sony's 11-inch OLED monitor released at the end of last year here in Japan. The picture is indeed incredibly bright and vivid. I wondered if the picture might be a little too bright for prolonged viewings and cause possible eyestrain. I watched the same footage on both the OLED and on the regular Bravia HD plasma display. The colors seemed to pop-out a lot more on the OLED. I want one!