Thermochromic GraphiCard. Interesting new loyalty technology

A recent article in the Wise Marketer mentioned a new loyalty card technology.  This new technology enables member specific information, such as point balances,  instant promotions, messages, parner logos and more to be written on the face of the membership card.  And this information can be updated each time the card is used, as the card is re-writable.

Is this going to change the face of loyalty?  Probably not, but it adds a new tool to the loyalty arsenal.  For one, it does introduce the potential for differentiation where competing programs are very similar.  It also opens the door for instant redemption opportunities; in the longterm, it also probably lower costs since it eliminates paper based coupons, shipping, tracking, etc.  

Time will tell if this is going to go the way of the "smart cards", or whether it offers enough of a benefit (via the instant personalization) to succeed in the loyalty space.