From what I can tell, it appears this will only be useful for info based displays only, e.g. displaying track info on MP3 players. For example, it's bad enough seeing a reflection on a monitor while watching video, never mind the background showing through from behind the display! So I would imagine that this display would be totally useless for showing photographs and video unless there is a way of turning off the transparency for such use.
Where this technology would work very well in my opinion would be in shop windows. For example, it would be possible to digitally show today's specials in the window without the display blocking off a part of the outside view from inside.