I'm still wondering how much dev interest this device will drum up. No doubt it will be rooted in short order, but I would think custom ROMs for an e-ink Android device would have to be really custom. Think about it: how many apps scroll? Big problem! I'm betting development will look more like the Nook Classic, with root access achieved mainly to sideload custom apps designed specifically for the device.
I hope and suspect that devs will take it as a bigger opportunity and challenge than the original Nook, building or porting more apps to it, or even designing some e-ink optimized custom ROMs, but we're still talking about a device with an essentially static display.