Japan Display Inc.
The high-reflective display is supposedly ready for mass production now. It's 7.03 inches diagonal and 768x1024 - that's 182ppi, better than most eInk displays (which are 166ppi) but not as good as the 5" or high-res 6" (200ppi)
It also has a reflectance of 40% and contrast of 30:1, which compares very favourably with
eInk Pearl which also has 40% reflectance but only contrast of only 10:1
The Kindle 4 battery is 890mAh at 3.7V, which can run the Kindle 4 for a month at half-an-hour/day usage. That's just 15 hours of reading. To drive the LCD display at 3mW for 15 hours would require just an extra 12mAh battery capacity.
So the power consumption is negligible for still images.
It certainly looks like a very interesting screen technology, and while I'd prefer to see unbreakable screens, I might settle for a fast colour screen.
The viewing angle seemed quite good in the video. Exciting!