Products are usually priced to represent what people are willing to pay rather than what it cost to produce. If it's better people will pay more. I'm sure if OLED proves to be better than LCD they will start out more expensive and we'll be happy to pay. Give it time and prices will come down. We all benefit in the end.
The frustrating bit for me will be seeing great screens in well designed Sony products that I'm personally not keen on for other reasons. (e.g. Palm rather than Pocket PC, Memory Stick rather than SD or CF.) Once again this shouldn't be an issue for very long anyway.