We just got a chance to see exactly what E Ink's new Prism tech looks like in person. And? It's pretty neat! As you might be able to tell from the admittedly sped-up GIF above, it's a bit mesmerizing, but still manages to be subtle. The outfit's Joseph Fillion describes it as "more than static, but not quite digital." What he means by that is it isn't the type of thing you'd likely see used on billboards or other advertisements, but more along the lines of navigational opportunities and branding. For example, you could carry an RFID chip in your pocket at a hotel and it'd change the color of the walls letting you know you were actually headed in your room's direction, possibly with the place's logo appearing once you've reached your destination. Or imagine your living room's walls changing color in accordance to your thermostat's temperature reading. It seems futuristic as hell, but it's much more Her than Blade Runner.