3 Drives, all using a Philips Nexperia chipset... even the HP, which I thought was reportedly made by Liteon (who have been using Mediatek for ages)
The facts, burning a label takes a whopping 28 minutes, to gaet a rather feeble result, improved if you go over it again.
The speculation - that it will somehow (we don't know how yet) be made to support colour.
I guess it's better than CD-Pen scrawling, safer and easier than paper labels.
BUT! - with several Epson model printers doing COLOUR CD-printing of excellent quality, and Inkjet printable media widely available at minimal price premium, it's a technology looking for a very small market.
The changes to the drive are more than just a trivial firmware update... additional hardware is needed for positional feedback.
Somehow, I don't believe we'll be seeing this as a de-facto standard in all drives - in fact, I can see it dying when the "oo! look how clever this is" market gets tired of waiting 28 minutes for a print - especially contrasting with the time it takes to actually write the CD!