Ask HN: Reflective display for programming

Brightness is a selling point these days. But every time I use a display I turn down the brightness (sometimes down to 10). Bright displays are nice for games and watching movies, but (IMHO) not for programming or watching all day. I wondered if there are reflective displays available (like E Ink) so I looked around. But I can't find any of a decent size (20" and above) or a decent response time. Does anyone know if there are decent size reflective (LCD) displays available? And why aren't they more popular?