LiteScribe 

Not Lite Brite... LiteScribe... a new technology from HP that will allow you to Simplify DVD Labeling by burning your label using the same laser that burns the data.

After burning your data, just flip the disc over and the laser will burn a label onto a special coating. The disc will cost only a few cents more than the average burnable disc... and the drive itself is only about $10 more expensive. Looks cool.