Possible applications I could see this in would be air traffic control stations, like on Carriers that have those huge tables in the flight control room (tower). Another would be battle situation rooms.
A second would be a giant version on a wall, similar to Bill Gates home that has these things along his walls (giant versions). A wall in a store could show some very cool looking graphics. Mind you the graphics have to be created, like that surf board rotating view. That is 'alot' of high technology graphics being employed there. Do that with a car. You would need a ton of hardware to run the graphics, probably more then something like FSX uses, plus the size of the screen, which in this case is facing up instead of vertical.
Another would be office desks. If the system were placed under a glass top that were painted black underneath except in the screen zone, then your desk could be your monitor. Your eyes would be fighting reflections though as glass acts like a mirror and with a sunrise facing you through office windows in front of you, you would hardly be able to see the screen. (I know, just shut the curtains. There goes that cool office view though).
If they could integrate this into inexpensive desk tops, (literally something you lay on your desk, is about 3/8 inches thick), then it might really take off. A car salesman could have this on his desk and the person signs over his signature electronically onto papers that are in the screen, flipped around, emailed, etc. Car stores/dealers could surely use these.
But, if its super expensive, then how could a snow boarding store afford one of these, and make its rent at a nice location in a mall or old-town shopping mall location in a major city? If its feasible money wise, it may certainly work.
Also, most people own iPhones, though alot are getting other new smart phones. Some are not windows powered though, so only a minority of phone devices will work. If the table really wants to take off, they would want to 'interchange' and work with all phone devices, such as iPhone, Droid, anything Google has going (dont they make smartphone software now?).
Bill