Interesting how the guy avoids the questions of price of the color vs. monochrome display. And how the software is going to be more expensive than the display. Uploading the software onto the finished device might as well be the cheapest part of the whole process - developing has to be done only once. I would not be surprised if the OS on an ereader already supports color, and the control chip for the display possibly already accepts color input, but has to turn it into monochrome for display.
Would love to see a large reader for home in the 14" range for a full page display. Some already in mass production (like the russian school jetbook) - but where do you buy it ...