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Throughout the website they put "no power" in quotes. A tactic that makes me think that actually it uses a very small amount of power that the manufacturer has deemed negligible but for legal reasons can't claim is truly zero. Thus "no power" can never be stated as fact, hence the quotes. Also, I don't see mention of the pixel density, nor are there very many pictures of the displays themselves. I suspect that e-ink is the technology of choice for a reason at this point, though the Kent LCD seems promising as an alternative, assuming the claims are true.
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