How would it update the images? They talk about Instagram etc., yet without WiFi how will it get updates. Heat from hot coffee might power the eInk for a short time, but it won't power WiFi. If you have to plug this thing into your computer to update images, and avoid putting it into the microwave or even a dishwasher, then will it really have a market? I think it is a novel idea that will never make it to the market.