A couple of years ago, LG Display showed off an intensely futuristic 18-inch OLED display that could be bent and rolled up just like a newspaper.
TVs are not universally an eyesore, but yes, people who are aesthetically-sensitive-but creatively-challenged will indeed find it difficult to work one into a room’s decor. 
(I kid. Sort of.)

Today, that prototype has grown to 65 inches in size, with the company announcing that it’s managed to scale up the tech to the dimensions of a large TV. At CES 2018, LG Display will be demonstrating the new 65-inch rollable OLED prototype, which also happens to have UHD (aka 4K) resolution.

While I don't think this product is for everyone, I do think there are situations where this would be very useful: As in business settings. These (Maybe a larger size) could easily replace projectors with retractable screens.

People who don't like the look of TVs in every room. I could see people putting these on a table or console and them extending over a piece of artwork, picture, or whatever. Specifically, the "Back to the Future Part 2" scenario (used as window shade) I could see being very popular.

And for those who ask: "Why not just use a projector?" 

These have the potentially to be cheaper and have a better picture quality, with the added benefit of not having to have a projector mounted somewhere in the middle of the room.