To relieve eye strain. Reading on an e-ink screen is so much more comfortable than on any emissive monitor. With current tech the downside is of course reduced refresh rate as well as low color contrast.

Depending on the workload, that might be a worthy trade off. I tried coding on a grayscale eink display for a while and noticed a big difference in eye strain and overall concentration levels after a long session. But the display I had was too small and I didn't like living without syntax highlighting, so I went back to a normal screen. This product would solve those issues.

Authors and writers in general might be another target audience for this product. It's niche for sure, but eink has a lot of applications beyond price displays in a store.