Note that this is not a color display. If you can see the colors on the badge are already there when it goes into the printer and only the middle black and whit

Note that this is not a color display. If you can see the colors on the badge are already there when it goes into the printer and only the middle black and white part (black and light grey, really) changes. So this is not a color printer. I wonder what's so innovative about this. E-ink displays consist of 2 parts. The actual display is essentially a bunch of bubbles with liquid in them. Below them is an electrical grid that can create small localized magnetic fields. When developing these things they are often made separately for testing. The display is a card, I saw a laminated card approach, and you simply put it on top of the electrical grid. Add some tape, and the display works. This is simply someone realizing, hey, use that test process and we have a "printer" and has long been foreseen as a potential application. Issue is that the chemicals are expensive.