This is interesting technology but I wonder about longevity. Plasma isn't known for being kind to its surroundings. Can they seal the the micro-cavities so well that a flaw doesn't result in a tiny moving burn that slowly consumes the panel? If so, I have a lot of unreliable CCFLs that I'd like to banish from my house.
Comparisons to LEDs are always a tricky topic because the efficiency drops rapidly as the input power is increased. For a required amount of light there's a tradeoff between adding more LEDs to reduce heating or adding more cooling to reduce the LEDs. 120+ lumens per watt would be trivial if the high cost of LEDs wasn't influencing that tradeoff.