For the applications that have mass apeal we saw that the price goes down to a comparable level of an LCD (eg in ebook readers and shelf labels).
There is also a bunch of innovation happening in the market - competitors like ClearInk are trying to build a better version of E paper, but it's always hard to scale some new technology and it will take some time before anything substantial comes along. E Ink was lucky that they found the killer app in ebook readers and that really helped them get to volumes that allow them to build these screens in commercial volumes.
Kind of mimicking CMYK from print, and LED TV:s locally adjusting LED backlight to improve contrast ratios, and some high HDR screens. Except a very low energy use variant.