As I understand it, and someone might prove me wrong, but I heard these TVs are in fact an LCD, that uses Lasers for its backlight.  Similar to how the LED DLP's have a larger color space than the Lamp DLP's, this is a series of 3 lasers (R, G and B) distributed accross the screen for even color.  The advantage is it is much more efficient color wise, and has a larger color space.
It will be a promising technology, but their claim that it will cost half of what plasma's do I dont buy.  If it is better, and cheaper to make, they will still charge more for it, because they can, and it is still the better product.