The RGB LED looks jarring against monochrome e-ink screen. It also gives impression of cheap electronics, and rough 3d printed case doesn't help. The e-ink feels elegant, solid (no flickering) and timeless, while LED is nervous, overly bright and loud. If you really need a LED, put a white one.
Maybe try to prototype audiophile hi-fi style case. Something wooden or even black glass. It would raise the price but there is obviously large interest.
The site doesn't give any information on programming, only that UART-USB is included. Is it serving web page? Can it execute user binaries? Is some GUI toolkit supported? Without providing this info you can hardly claim it's hackable.
And we're working on the binaries and GUI, it seems like current hardware won't be able to serve web pages.