It's a gimmick. Obviously. Meant to generate sales. And it will work for some people and not work for others. It's not meant to be new technology to people such as slashdotters who are generally on the cutting edge. Magazines using marketing gimmicks to boost sales isn't news. However, it is a use of technology that we haven't seen magazines do before. As e-ink becomes more affordable and viable, we'll see more magazines trying to stay in business with interactive gimmicks, perhaps even on the page itself. Where's the harm in it? I only hope they sell enough magazines to recoup their investment.
Esquire most likely paid RDJ and other actors to produce video content for a special edition magazine. They had software for both PCs and Macs produced. And they're advertising it on the web. It's all pretty slick, even if it IS limited. Has your favorite blog produced something like this lately? Personally, I'd like to see more ad campaigns using current technology in creative ways.