Back in 2008 when I last visited Samsung, the company was talking about having OLEDs of at least 40in, but how viable they were/are as consumer products wasn't clear then - and still isn't!
This LG could be seen as the latest shot in the TV tech bragging war between the two Korean giants - even back then I reported that "LG says it has a 30in OLED on the stocks; the official view from Samsung is only that it has one 'larger than 32in', though one of its showrooms was highlighting, if not actually showing, a 40in. Even in a technology deemed not yet ready for the public, the arms race continues."