Elegantly simple, but his site is full of marketing BS
Like it. A wonderfully simple idea that looks like it could scale to cover vast areas whilst being lighter than existing solutions and using a lot less power.
Sure, it's a variant on the mechanical flip-pixel displays but without all that bulkiness. Well done indeed.
Unintended flipping due to breezes might be an issue but could be engineered around; encase the screens (or subsections of very large screens) comes to mind. All in all a very clever solution.
Then I looked at his website... sigh... hoping for some more detail about the magnetic control processes, but no...
Besides opening up new aesthetic possibilities, this technology is radical in two engineering respects - it does not use conventional electromagnets to move the pixels, and it achieves complex pixel movements without a complex control system. In other words - it shouldn't work, but careful co-evolution of the hardware components and the control software has created a surprisingly elegant and effective design (patent pending).
In other words - it shouldn't work
Argh!! Hates that.
What? You designed it to do something else and this was an entirely unexpected result? Bollocks!
Of course it should work! It's what you made it to do.
The fact you do it with a slimmed out electromagnetic process - that at a wild guess varies the attraction and repulsion laterally across each pixel with respect to the backing to flip it then stick it back down - is a neat discovery, but don't play us for morons by saying it shouldn't work.