Looking at how they promote this wallet, looks like their target is new retail investors who usually hold crypto on exchanges.
Maybe, but at the same time a lot of people who hold their coins on exchanges are very casual/small users, and they leave their coins on exchanges because they don't want to pay the $5 withdrawal fee that exchanges charge. These people certainly aren't going to buy a $280 hardware wallet when you can get a more secure one without all the stupid gimmicks for $50.
When it comes to the battery power, they claim it can stay on for weeks and months after one full charge. If that's true, it's quite impressive because I have never heard any other hardware wallet manufacturer to have such a feature.
This is marketing speak. Their definition of "on" in this sense will be that it will still display your NFT or your name or whatever other risky information you decide to display on the cover, but it won't actually be powered up for months at a time I'm certain. E-ink displays only use a tiny amount of power. As soon as you start doing resource intensive tasks with it like signing transactions then the battery life will reduce accordingly.