I want this!

the flowery one is so beautiful...just lovely!

Of all the products we should be seeing electronic paper on, why an umbrella? Oh wait, because the inside of an umbrella is the most logical choice to showcase the viability of this technology in consumer products. People buy umbrellas every day, so lets focus on really penetrating the umbrella market. If that's successful, maybe we can use this electronic paper inside a lunchbox, or some other container that spends most of its life closed. That's a subtle marketing trick called reverse psychology, clever right. You catch a glimpse of that stuff and think, "Hey, open that hi-tech umbrella again so I can check out what desktop wallpaper you put in there"