Thanks to Stephanie at Space NK, I learned how to use this lipstick. She found out that it's kind of 'dry' and has to really be pressed onto the mouth. BUT, I think that the exposed tubes of lipstick on the display, are just dried out. This lipstick is on the dry side, but not nearly as dry as the display. I applied it to very dry lips, and found that it went on just fine, and even plumped my lips a bit.
The other thing that's noteworthy about this lipstick is that the color deepens over time. It tends to act like a 'stain' on the lips, and the color gets deeper (and more vibrant) as you wear it. Pretty good stuff.
You can find out more about Sunday Riley lipsticks HERE.