Goodyear claims that its new runflat tire offering called "RunOnFlat" tires represents the next generation of run-flat technology, offering more comfort than the currently available runflat tires, yet maintaining the same benefits. A BMW magazine has recently reviewed a set of these tires and had much positive to say about them.
For those who feel that runflats result in too rough a ride, perhaps these will be the solution.
Check out the attached review (in PDF format).