@alex This Hacker News thread, with comments by the founder, may give some answers.

"We developed our own custom epaper display tech we call LivePaper. We focused on solving the tradeoffs RLCDs traditionally have - around reflectance %, metallic-look / not Paperlike enough, viewing angle, white state, rainbow mura, parallax, resolution, size, lack of quality backlight, etc."

news.ycombinator.com/item?id=4