Frankly, until anyone sees a product or at least reliable engineering specs we're all blowing hot air, but the fact that they are hiring production personnel means they are going to do something in volume. Can't imagine how good it will be, but it has to beat Mirasol or wouldn't be worth the investment.
The real news is that if it is worthwhile they potentially have the market, whatever display market they like, cornered. This could get interesting, but it may end up being a bit monopolistic if no one else can buy their displays... If they have a lower powered, reflective display, that is video capable and looks good and can be made for about IPS cost on a line very similar to a typical LCD manufacturing line they will really have something. Smart phone & tablet makers will be beating a path to the door, or Amazon will have a big time advantage.