This project is both strange and futurist.
I had the feeling that not all the attendees perceived th potential really well. Together with pixelux, this project is indeed a bit far from the web ventures we saw. This is even harder to understand as applications of this are not visible online, but live. Imagine you have the technology to transform any surface in an interface. We had see such presentation during the technoark, where Frédéric Kaplan decoded all the possibilities opened by such new technological improvements.
If a surface can become an interface, and despite early phase high prices, this means we can add interactivity to almost anything like a floor, a door, a wall. Bus stops, bank sides, supermarkets welcome points and wall, museums...all can become interactive, driving you through explanations or informations.
As an early comer, IO, despite the technology desadvantage of being a pionnier (i.e expensive) can carry a breakthrough in terms of marketing if they manage to get sufficient quick marketshares. The challenge for them will be to aize properly and spread quickely but the potential I see there is probably the biggest of all the projects, as it touches not only our limited geeky worlds of online people, but everyone in the street.

See IO presentation.