> Everyone

I would not be sure about that "everyone" - yes, clearly it should mean "reflective" (or similar, i.e. "improving visual conditions"), but it also may mean bistable or approaching that ("efficient"). (Paper has many different advantages.) Technologies to approach "better reading" features vary - in the tricks and in the gains. The term "electronic paper" is so slippery that in fact online news brodcasters can call their web distributed content (online news-/non/-papers and magazines) "epapers". All considered, avoidable term, unless we are clear about the point in the specific context we mention it.

> not just a marketing term

I meant, "so easily employable as a simplification for the customers".