So, on the one hand, this is unbelievably cool... The first real roll-up display that one can imagine becoming for sale.
On the other hand, the rate of progress for E.ink has been so unbelievably slow (it's already been claiming this kind of stuff is possible for years) that it's hard to imagine that this variant of the flexible display is going to be the one that someday reaches the living room...
The current technology still only offers: monochrome (1-bit, on-off), incredibly slow refresh (nothing remotely close to being able to display animation, let alone full-motion video), very small sizes (5 inches is nice, but it's not a laptop replacement, you know?).
I have, several times, explained that there are not moments of what is called "discontinuous technology" in the display business. It took several years for LCD to get established, let alone TFT-LCD. It took a half decade to effectively commercialize DLP. This is a cautionary tale for all the OLED stuff -- which, as you can see, is taking years and years to develop any side at all. But it's also a cautionary tale for FED/SED/NED, which is based on decade-plus-old technology and hasn't reached the market.
I don't expect we'll see any discontinuous -- i.e. price/performance breakthrough at release -- display technology this decade. But what we will see is potentially 3-5 dramatically new technologies that will begin to become relevant over that same period, especially where their strength allows a unique niche.
Mark