Why is it impossible to see the LCD screen picture?

Have been searching the net and now I know better:

• Outdoor sunlight readable LCD screens is already available. See this link for an example

http://www.sunlightlcd.com/all-weather-ip54-outdoor-lcd.html

So - the reluctance for camera manufacturers to include such screen technology must be ignorance. The need for better screens that will be useful in bright sunlight is a well known feature that has been discussed for years, why is nothing happening!

Cheers!