...they are being looked at seriously for backlightling LCDs.
I don't think they're looking at them to BACKLIGHT LCDs, unless I'm very, very mistaken - they're looking at them to be the PIXELS. OLEDs produce their own light at whatever wavelength is required already, and unlike conventional crystalline S/Cs, the range of colors possible is much, much easier to engineer. They're also decidedly easy to separate.
That means instead of a bunch of polymers filtering a few huge backlights, you have an array of teensy little OLED RGB pixels stacked on top of one another and driven by a transistor array. So where an LCD has a backlight and small polymer pixels, the OLED display's pixels ARE lit.
You're right about the lifetimes, too, but here's an interesting tidbit for you: you'll find that the n-terminal of an organic transistor array (if we have OLEDs run by OTFTs, we can have flexible screens) is EXTREMELY air- and water-sensitive. If we try to use n-channel OTFTs, carrier mobility is SUPER low. This is one of the driving forces of price and one of the REALLY BIG REASONS that OLED displays are still not easy to work with in industry (processing in argon atmosphere? yuck). Neat, huh?