Forbes: The Computer Electronics Show is underway and, once again, Samsung is the dominant name.

The South Korean giant, which began in 1938 as an exporter of vegetables and dried fish to Manchuria, showed off 4K TVs, OLED TVs, tools for video search, and phalanxes of smart phones. As usual, Samsung isn’t trying to create new categories of products. Instead, it just tries to be thinner, lighter or a little more advanced than its competitors in the high-end and mid-level price bands. The S-Recommendation on its Smart TVs lets you bark out a command–”Comedies!” “Mario Batali Naked!”–and the TV pops up a list of viewing suggestions. (Industry, Samsung)