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Originally Posted by NatCh
I'm thinking they may have avoided cleaning it up so that it wouldn't look photoshopped. 
As for rolling, I think that one would only roll side to side, since it looks like the 'tronix on the left edge would keep it from rolling top to bottom. But you might be onto something with the idea that the rolling might be contributing to the, um display artifacts .... |
If its active that may means that except for a small data bus you would possible not need to bring off of the
display every X-Y drive line to drive electronics. Its all in the display. Just feed the data.
Same thing that made clam shell thin display Laptop possible and usable. That cable feeding those display are about the same size as a #2 pencil.
If they can put the drive matrix logic along with control on a very think flexible plastic ( cheep substrate what the real product they do ) display. The price will really drop!