Screens are getting smarter - WAY smarter - and Pepsi's smart cooler is a perfect example. Part dispensing machine but mostly screen, this Intel-based smart box reacts to the behaviours of the buyers and collects reams of data. This is just one example of the marriage of screen and function Chuck came across at the Digital Signage Expo in Las Vegas. There is much more to come as companies grasp this new surface-based opportunity.