So, like a thermal receipt printer (often in 80mm width), but wider?

Thermal receipts have their place. They are quite fast, and maintenance is either you replace the paper roll, or throw away the printer once its lifespan is over (usually about 50km on most entry level models), small, and cheap enough to install a bunch of them at every checkout lane, delivery driver, etc.

The downside is that the prints don't last. Try putting a tape on the printed paper, and the print fades in a day or two. Even a heat as small as running a nail with mild pressure on the paper activates the ink.

If this were to be a serious contender, the real innovation has to be the paper; not the printer.