> Which is why under many lighting conditions /anything/ employing
> reflection -- whether it is reflective LCDs or e-ink -- is more
> efficient than even the best LEDs.

My old company had an LCD design where half of each sub-pixel was 
reflective and half transmissive. It looked just as good under direct 
sunlight as in a dark room. However it needed a much brighter (=larger 
and hotter) backlight and obviously was more expensive. You can find 
this technology in some old high-end Nokia phones and in BMWs with 
built-in satnav older than 2-3 years. I don't think any consumer stuff 
uses those any more unfortunately, mainly due to the high cost, but it's 
still used for military LCDs.

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