I don't come from a tattooing family. I'm pretty sure that none of my family has or has ever had a tattoo; not even the WWII veterans, as far as I can recall. It's just not something we do.
Nevertheless I have to say that this is a pretty cool idea. Apparently it uses e-ink similar to what you find in a Kindle. One of the reasons to avoid tattoos is that you're stuck with it forever; if it seems like a bad idea in ten years, nevertheless, there it is (barring expensive and painful surgery). This tattoo, though, you can turn off whenever you want; or you can swap it out for something else.