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obviously this is for signage purposes where a semi-permanent image is displayed (until the next image is uploaded). for instance, instead of buying a name plate for a CEO to be placed on an office door, you could use this and not have to worry about supplying it with power after the initial upload. then when the CEO is replaced, the next name gets applied. no need to get rid of the name plate and replace with another name plate.
however, why couldn't they do it with more levels of gray? it's only two levels. this is stepping backwards. even the very first e-ink screen had 16 levels of gray.
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