I just don't see the market for them perhaps I'm just short sighted. Displays rarely break, it's usually the digitizer that is broken. And this won't prevent cracked screens as its the glass cover that cracks, not the actual display. And if the cover is flexible good luck with all the scratches.
i think by flexible they mean that you can form it into any shape during production and then it's final product is a solid piece just not a flat screen. even though it would be cool to have a bluetooth jacket that could display phone screen on your sleeve.