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Touch screen digitizing can be done resistively with overlaid wires over the screen. Their touch interface doesn't have to be super accurate, you only seem to touch in a few distinct locations.
A microcontroller is already inside every chip and pin card on the planet. They usually run Java. Yes, Java :)
Bluetooth is just more silicon to do the radio, not hard to stick it on the side of the microcontroller silicon or even have a two-die configuration with wire bonding between the dies. Go look at TI or Freescale 2.4 GHz radio+micro parts, same thing just there it's in a QFN or other solder-down package, but the dies themselves are quite small. A 2.4 GHz antenna is easy to fab out of printed silver or other printable conductive material onto plastic.
NFC is already in many credit cards for the whole "tap to pay" thing. It's just some extra silicon on the side of the microcontroller in existing solutions. Harvesting power from NFC is just some diodes and a resonant circuit along with loop antenna.
Realistically, such a piece of silicon plus the antennas plus the plastic card should only cost you single digit dollars in volume to manufacture. Adding an eInk screen like that is another couple bucks, at most. The $155 price point is probably so they can make back their up-front costs as getting customized silicon isn't cheap, nor is some of the development work they did to get all the features integrated.
If this concept takes off, I'd expect in 2-3 years that cards like this are issued by banks for free to customers. The cost of manufacturing really isn't that high.
EDIT: But getting enough battery packed in to avoid charging every day or two, that's really the novel part if they have real bluetooth operation.
