> I forget it's even e-ink ... looks like any other screen to me.

That'll be because it isn't e-ink :)

It's an LCD, specifically this[0] Sharp 'memory LCD'. Pebble brand it as "e-paper", but that's just marketing fluff, the technology is unrelated to e-ink (what kindles use).

[0] http://www.sharpmemorylcd.com/1-26-inch-memory-lcd.html