David, as far as I understand this website, it is a screen manufacturer who shows design concepts of how its screen can be used. I don't think there is any device currently slated for release.
The usability issue is pretty straight forward. Would a flexible screen be better than a rigid screen? Everything else being equal, yes, of course. There is no reason a phone couldn't have a flexible screen, too. Whatever one wants to call the device is unimportant. The major development is that there will be screens that will come awfully close to the experience of reading from paper.
Let me tease Richard a bit more with the 'warm and fuzzy' feeling. Imagine the following scenario:
You sit with the book "Greater Magic" in your preferred cozy reading sofa/chair. Everything is perfect, the light the sounds, you brued some hot tea and start reading the tome. After a few minutes your hands start to ache because it is a hefty book and too heavy to be held comfortably for extended periods. On top of that you read a paragraph where you would like to consult your "Encyclopedic Dictionary of Magic" which is on a shelf that you can't reach from your sofa. So you put down "Greater Magic" get up and walk to the shelf. Jesus, where did you put the dictionary? Just yesterday you thought you put it right there next to the "Card College" volumes. Oh my - you start searching. "Honey, were you in the library yesterday? Did you CLEAN UP!?" Finally, you are lucky - you found it among notes about your latest research project into who was Erdnase. You walk back to your sofa. For Christ sake "Greater Magic" closed and you lost the page you just read. It takes you another five minutes to find the page. Ok, what was this appartus called? You look it up in the Dictionary. Then a flash in your mind - somewhere I remember reading about this - but where in the 1000 books in my library would it be? You give up.
Compare this to:
You sit with the ebook "Greater Magic" in your preferred cozy reading sofa/chair using the latest flexible screen e-ink reader from Gizmo Co. Everything is perfect, the light the sounds, you brued some hot tea and start reading the tome. It is remarkable how light this thing is. You read a paragraph where you would like to consult your "Encyclopedic Dictionary of Magic". Well, you have it on the same e-reader. You just highlight the word and click the look-up function which brings you directly to "Encyclopedic Dictionary of Magic". Great here it is. You read intently. You quickly switch back and forth between "Greater Magic" and the dictionary. How convenient. Then a flash in your mind - somewhere I remember reading about this - but where? Well, no problem, you search your e-Lybrary on your e-reader and voila, here it is in "Modern Magic" by Hoffman. "Of course", you think to yourself "how could I forget this".
In a few years, believe me, this scenario will play out many times. Welcome to the warm and fuzzy digital world.