This is just more proof that Samsung's major goal is surpassing Apple to get that number 2 spot behind Nokia worldwide. Apple comes out with this new type of display.... Samsung outdoes that by coming out with Super AMOLED.
You can't really blame Steve Jobs for trying to fight the battle though. It's his company and to be honest, as a consumer, people should expect nothing less. Do we really expect him to come out and say, "Well crap, looks like Samsung beat us this time."
The only people that might believe the new iPhone's screen is the best are the blind fanboys that only buy Apple because it's a fad. Smart consumers will do some research.