I would imagine that the other benefit to this besides advertising is dynamic pricing. The prices are listed on the screen, and can thus be updated at will. T

I would imagine that the other benefit to this besides advertising is dynamic pricing. The prices are listed on the screen, and can thus be updated at will. They might raise the price of a bottle of Coke with the temperature outside, for example. Doing this with old school price tags requires manual labor. This would be much easier.