Immersion Corporation is a small technology company that is also providing haptic (touch) feedback for a variety of electronics, including touch screens. They have the technology to make a flat button on a touch screen feel like it is a 3-dimensional button being depressed and it isn't confined to a single configuration. Lg, Samsung, and Nokia already license Immersion's technology and mobile phones with touch feedback are already being sold in Asia. In my opinion, this latex button is a good idea but it won't catch on.