Will Coatings be the Next Big Thing for Inkjet?

I keep hearing from various sources that the next big thing for industrial inkjet is the coatings sector.

I guess it makes sense that this highly flexible technology will be appealing to an industry sector that in essence is about distributing and applying fluids to finish and complete a wide spectrum of products. Inkjet is likely able to help in this regard and whilst is unlikely to replace the mass production capacity of the existing technologies, you can see some distinct advantages for inkjet as manufacturing continues to evolve.

I just wondered if anyone else thinks that coatings could be the next big thing, and if so, why?