I don't think they're addressing the general market
I'm sure there are niches where such things would be quite effective. Surely the average office wouldn't need one for large format.
High speed photo printing, on the other hand, has a LOT of customers waiting.
Two questions I would have is cartidge use and price, and whether the ink dries fast enough to keep pages from sticking together.
Also, is this an archival ink, like I use in my photo printer?
Incidentally, what about using this tech for 3-D model making? And remember the outfit that adapted inkjet technology to use with live cells that was experimenting with "printing" organs?