The Verge has a good overview of what they want to do:
For internet addicts, a gadget to help you slow down and savor
A couple of quotes from the article:
The animated pieces, changing subtly over time, were equally entrancing to my two-year-old son and 65-year-old father. Adding to the sense that the device was alive, the screen also dealt well with the shift between day and night, appearing more like a paper canvas when exposed to sunlight and offering a strong glow at night. At first I was tempted to change the image multiple times a day. But slowly my metabolism moved to match the more contemplative mood of the device.
And here comes Artflix:
The idea of paying for fine art, or treating it like an investment vehicle as so many wealthy buyers now do, scares me. Electric Objects hopes to keep things simple, aligning with the business users are familiar with from their streaming video and music services. "We will probably start with the Netflix model where a subscription gets you access to all the original artwork," says Jake Levine, the company's CEO.