Samsung has unveiled a brand new TV which bends at the press of a button.
The frankly ridiculous 85-inch 4K LED set delivers "the most immersive viewing experience" possible, according to the company.
The idea is that you can watch normal TV with the set flat against the wall, and then curve the set to watch a movie.
But while Samsung announced several curved sets that will be available to consumers, including the new 4K UNHU9000 series, the transforming set is currently just a concept.
Other companies, including LG, have also unveiled their own curved 4K sets - providing consumers with a new gimmick which they can lust after and the probably regret buying in a few months' time.
Suggested For You
The Morning Email helps you start your workday with everything you need to know: breaking news, entertainment and a dash of fun. Learn more