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Story is at Wired.com. I think the article title may be deceptive. I don't know if this is the first color ebook reader but it is the first color e-ink book reader. Currently the cost is very high so clearly it will not be bought by the general population. What is significant is that the color e-ink technology is out there. In time as the cost comes down textbooks with color pictures will become an option for e-ink readers. I am surprised that someone has not come into the current market with a dual screen ebook reader. One side being a black and white e-ink screen and the other screen a color LCD.