LCDs lose 50% of light energy at the polarizer. This is hugely wasteful. For example, displays hog most of the battery capacity of laptops and mobile devices. If we could utilize all the light produced, we could add several hours more battery backup, with existing battery technology. The energy savings would be like what we got going from CRTs to LCDs, all over again!
More generally, it's hard to understate the economic multiplier effect of such a highly efficient display technology.
The key, of course, is to polarise all the light and direct it out of the display. We found a way to do precisely that, and built a highly efficient display. Read more in the patent application Polarised light source.