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I wonder if reflectivity could be improved if they were able to create a vacuum in the cells, rather than filling them with a liquid? Or even an inert gas. They might also be able to improve the brightness of the white particles using some new findings about white substances in nature (I posted a link about this a while back). The other factor that I see is the top layer of plastic, but I don't know if that impedes brightness as much as the fluid in the cells.
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