Different display tech and software, so pros and cons to each. This is the first ever reflective LCD that also has an amber (zero blue light) backlight. So you get benefit of having the screen very close to the glass, like eink, but with no ghosting or latency, plus a way to see in the dark. On software side you have access to android apps.

As the founder said, it's kinda like the kindle and an ipad had a baby