I have played with these. The main issue is actually in the very name of the technology. Bistable. Each pixel is on or off. They do not support half states. If you attempt to drive an area at half the voltage it needs to flip, half the pixels will flip and half will not. No greyscale is possible. This should also explain why the demo image is a comic. Bright colors with dithering play perfectly to a screen that can show one of precisely 8 (RGB matrix) or 16 (RGBW matrix) colors.

The only advantage this seems to have over reflective LCD is even lower power consumption, zero if it’s a static image without backlight, but probably with a lot of disadvantages.

They will likely have a tough time trying to market it.