Tire Company Shows Off Flexible Ereader

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Without more vetting, I'd be on the side of calling this story a hoax. Wouldn't you? Bridgestone has a flex color eBook reader and Sony, etc. don't?
 
I'd be willing to bet this is for service manuals or tech sheets and the like. Easier to scan in old or often updated manuals and store them on something like this maybe?
 
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