They don't say how many bits per pixel they achieve. I suspect it's quite small, maybe as low as 3 - the sample image shows some posterization. With high resolution and dithering it should be sufficient for the intended use case of signage.
...developed a display that can show up to 32,000 colors.
[1] http://www.engadget.com/2016/05/24/e-ink-announces-a-color-b...
8^5 = 32768
That explains the posterization.
...
I want one now :-)
Or am I misunderstanding what bpp is?