content: Yup, IMO epaper is the better consumer-friendly solution for most reusable literature, such as with books. Also with traditional printing, paper can be recycled and there are non-toxic inks, such as from soy. Also, if this new stuff is cheap, then lazy folks will still tend to through it away and even burn it when they are done. Also, to reuse this stuff, I imagine it won't help if it gets folded/bent and such. Also, unlike epaper in books and magazines, with this light paper you would need to unbind each page to reprint it, one page at a time. That said, there are big markets for this still, such as with merchandising displays, select office/school literature, as a cheaper alternative to traditional copy machines and desktop printers, and to replace thermal printing. I don't know, but I guess the main advantage to this light printing is speed. I Imagine the printing process will be very fast, cheap, clean, and won't require as much space or skilled labor.