Thank you. I think their product page is pushing cloud subscription too hard, they call subscription the same way they call display itself, and subscription is paid and cloud based. Product page says: "Place & Play devices work on a subscription basis. Select a plan here.", and "A license is needed for every device." while describing software suite.
I'm still confused about the way it presented, but documentation and suite itself look quite decent.
You may be confusing purchasing hardware and cloud subscription from the vendor producing the e ink display (Visionect) with the Project E ink device itself, which merely sources it's hardware from Visionect. The linked page is about the Project E ink device (https://projecteink.com/products/e-ink-newspaper-art-display...).
The only place that page mentions a subscription is in reference to news paper subscriptions.
This is a product page I looked at. Hard to interpret "Place & Play devices work on a subscription basis. Select a plan here." near "Add to cart" button.
I'm still confused about the way it presented, but documentation and suite itself look quite decent.