It's great to finally see a use for this technology. But is it the disruptive application that organic electronics has been desparately seeking for the last decade? I am not sure about that.
I am also curious about the day to day usability of this approach. From the looks of it, the label has to be contacted with some kind of springy probe. This may prevent use on non-rigid packages and could lead to damage to the product or the label itself. I also image a non-contact approach, such as RFID or a microgravure hologram may be more convenient, but maybe the price point is a differentiating factor here.
Interesting that the target application is "brand protection." Seems like a a 4bit mixed analog/digital signature wouldn't be that hard to copy... And would this be used by the "copyright police" as they are scanning incoming products?