Possible use case: projecting menus, ads, and bills on restaurant tables. With a camera and enough automated layout to work around what's on the table.
It might sell to the people who buy refrigerators with displays on the door. Could be useful as a cooking training aid, like cooking videos but present where you need them.
The light bulb form factor is cute but probably not that useful. Most of the light will be aimed in non-useful directions. Look into ultra short throw projectors.