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Originally Posted by NatCh
grumble grumble You can't backlight something that's opaque, what it needs is a frontlight approach, like a LightWedge. 
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Woa. I'm still not used to this "pointing out every inaccuracy" style. I have the feeling that most people would say some light inside the "display", that is, below the surface, qualifies as backlight. Even Wikipedia seems to be unsure, as lighting from the side appears in both
Wikipedia:Backlight and
Wikipedia:Frontlight.
Alas, going back to the actual point: The Iliad works good in daylight and not at all in the dark; while other devices (say, with a TFT and {back|front|side|godly}light) work good in the dark and okay in bright sunlight.
So B2B applications must be some where you never have to use the device in the dark, because otherwise other approaches are more suitable.
I can't really think about such an application. Maps/Navigation seems a good candidate, for usages during the day: Aircrafts (hobby pilots only, though), bikers, possibly als hikers. I'd love to see a movable map so I can use my Iliad on a bike tour.
It's pretty easy to just say everybody asking for a backlight didn't understand e-paper. The problem is that there are no B2B partners out there who want to use e-paper and seek an application for it. Usually, they have an application and look for the best device/solution for it. And if they all won't {invest in|buy} anything that's got no "backlight" and "hoop loosy", then that's what you have to come up with to make your business a success, even if "backlight" is the wrong term and "hoop loosy" doesn't exist.