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it's basically the same technology as eink but in a different medium. They've always touted more flexibility then the e-ink screens. Though at the press conference where they demoed actual devices (ie more then 1) and let the press handle them they indicated that they built the device frame less flexible because in their user testing users found a fully flexible screen to be too awkward to read on long term.
It maybe that with how much e-ink has moved forward and the merger they decided that they only way they could compete was to push forward on the color technology.
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