Color eBook readers on their way

Gizmodo has the story. Apparently Qualcomm has developed a technology that mimics Butterflies' ability to make their wings shimmer. With this technology, they reduce the power footprint of the eBook reader so much that displaying color is actually a comparable power draw to eInk's displaying black and white. Pretty cool. My only question is if it requires backlighting. That would be a down side for certain.