Foldable-e-readers: gimmicky or cool?

I was reading an Unplggd post about the Readius e-reader, an upcoming e-reader with a newfangled roll-up display. Behold:



I don't know anything about these machines (no info on price, etc.), but they certainly look like the sort of thing that will have technophiles all a-quiver.

[Images via Readius.com]