This was one of the MAJOR uses touted for eink type displays when they were announced and as they have evolved...even to the point of billboard (road side advertising signs for those outside the US who might know know what a billboard is...hey some folks might not!!
) side.
The idea is for things such as store shelf price tags which are connected via networks and the prices or info can be changed instantly and on the fly...all with far less overhead than a simple printed tag. I have a suspicion one reason we have not found them in wide use yet is the lack of that pure white background...in a store/retail environment that will be a major roadblock as you must account for all customers, especially older ones who need more contrast.
For me this is why I have not understood the foot dragging on licensing production of eink style displays in order to boost production. Such uses should be everywhere in less than 5-yrs, I mean they have already had a solid 3-5yrs now...computing devices (and yes I lump ereading devices in there too) are for now, a very, very small portion of the potential market...
Love that these badges are showing up...