http://www.engadget.com/2010/07/19/h...tbook-and-why/
This article shows it much better, there's a video. The contrast in sunlight with backlight off compared to late gen E-readers reveals that you do not get as high of contrast as real e-ink displays, but you get full refresh, so you can navigate the web, pdfs, videos etc normally, which is a huge benefit to many users, and a big issue for people who need to work outdoors or in direct light.
Look at this video comparing it took traditional displays:
http://gizmodo.com/5552319/ipad-scre...not-even-close
here's the company's product video with demos, they also talk about how they make it and such:
http://www.youtube.com/watch?feature...&v=Z03hlZThveI