Curiously enough, the product listing says it has an E-ink screen. But I also have the manual in front of me and it says that this ebook reader has a Sipix screen. The manual is probably right; the grayness of the screen, the capacitive touchscreen component, and the general physical design suggest that this device was designed by the same people who have done a few of the other Sipix ereaders (here and here).
You can buy this ereader right now for $169 AUD. I wouldn't; the screen really is that gray. I'm actually a little surprised to see a new model using the old screen; according to my industry sources a new generation of the Sipix screen will be shipping soon and should be on devices in the next 6 months.