Why is it impossible to see the LCD screen picture?

The LCD screen on the camera is totally unusable in bright light such as direct sunshine.
I can not use my digital camera unless it has a viewfinder of some sort.

Compairing it to may GPS screen it is completely different. Try to look at the GPS screen when the sunlight is glowing directly on the screen. You will see a very good picture with all details.

It seems that the cameras have inhereted the screen technology from the mobile phones that also are completely useless in bright light.

Why not use a different technolgy, any camera solving that will surely be a winner!
Why not!

Cheers!