Instead of a team of clerks changing the labels for three hours at night, you can have one guy do the whole store in that time. The savings in labor would quickly make up for the initial expense.
As the article notes, this is probably best for information that needs to be updated relatively infrequently, if you're doing it so often that labor cost is at all much of a concern. Updating displays one by one manually using NFC seems like it would be nearly as labor intensive as swapping paper labels.
There is a constant hiss/buzz from the power and I presume they aren't OLED because I can see the inconsistent backlight that goes out in places along the strip.
Feels cheap and crappy overall.
Comparable "normal" e-ink labels cost much less than these (like 50-60%) AFAIK.