PVI bets the farm, changes name to E Ink
By Thomas Ricker 
posted June 21st 2010 6:10AM
posted June 21st 2010 6:10AM
posted June 21st 2010 6:10AM
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Epic photo!
@geekthree
LOL @ PHOTO
@uckApple
I was looking at the photo for a minute before I even realized the cow had eyes :)
@geekthree
i don't need a 3DS, that cows all up in my face already
@Android looks Hacked Together
My eyes don't hurt staring at my LCD screen for long periods, but I do feel eye strain.
That being said, try comparing an e-paper screen versus any LCD in direct sunlight. There's no comparison.
@Android looks Hacked Together
Yes, by demonstrating a superior reading experience. Those craft devils.
holy cow
@geekthree
lol
x1 agree
@geekthree You know they added the "Holdings" to their name simply so they wouldn't be E Ink Inc.
I fail to see the relevance of that photo.
Come on guys, don't have a cow, it's a very mooving tongue in cheek photo. Udderly delightful in fact!
@Oflife
What a load of bull.
continue this thread --->
@SiXiam
I can't. All the puns have been milked dry.
It somehow reminds me of Sun changing its ticker symbol to JAVA.
@AdmiralKlingon Yes - and where's Sun now? Dead. How about Java? Still going. Not as bad a move as you might've thought. :)
Similarly, e-ink is clearly a much better technology for reading than current alternatives (by which i mean, LCD displays) - and while there might be some future alternatives that are as good, that remains to be seen in real products. Given that e-ink was only ever likely to be a niche market (it's primarily for reading and not much else, cows aside), I can't imagine they'll have less - or more - success than they expect.
Why did the photo change?? It was funnier with the text on the tongue!
Hamburgers!!!!
With color E-Ink rapidly approaching the marketplace, why wouldn't they want to brand themselves with the name of their leading product?
E-Ink has just begun to take off.
The betamax comment is a bit much. E-Ink is better for reading than multipurpose displays. It does one thing really well with next-to-zero power consumption. There is no beta-VHS war here.
It doesn't really make sense to compare the two types of displays as if they are competitors. E-Ink is meant for thin, cheap, low-power reading devices. In the future they will be thinner, cheaper and flexible. You will still have your more powerful devices with fancy displays but that doesn't meat that the reading device market will go away.
E-Ink isn't antiquated technology. It's still getting started.
Anyone by chance get any closeup photos of the new E-Ink displays with higher contrast? If they can't manage to be fast enough, perhaps they can at least strive to approach low-quality print over the next few years. It'll be great if they can bring E-Ink to newsprint quality within a few generations.
That is, if Liquavista and other companies don't beat them out in that game while delivering better speed.
"with the world lusting after multi-purpose, transflective or IPS LCD tablets"
Since when did engadget editors become "the world"? I would still prefer an e-ink display any day of the week. I would be more than happy with something like Mirasol, but no lcd will ever match the readability of e-ink due to the necessity of extra layers over the screen.