Color e-ink has a killer app: Changeable photo display in homes. This is much harder to achieve with alternative technologies (any display emitting light is an immediate no-go for just hanging on your wall). In contrast, e-readers have a significantly smaller advantage over the alternative of just reading on your phone or tablet, yet that seems to have been enough of a market for them to become cheap. And unlike e-readers, where you only really need one per person, there is hardly any limit to the number of displays people would put in their home if they do not emit light, have nice UI, and are cheap.