How it will work is anyone's guess right now. Here's a thought, the screen is beaded glass and the glass is polarized say vertically. The projector lenses are polarized in the same alignment. Therefore, the screen only reflects the components of light from the projector and not all of the randomly polarized light, ie sunlight. This would certainly make the colors more vivid against a blacker background. I have eliminated reflected light on office VDTs (crts) by using parahex lenses on fluorescent light fixtures which focus light at a very sharp cutoff angle. This eliminates the glare you normally get from 2x4 fluorescent overhead lighting. (If you've never seen it before it's a very weird experience until you get used to it. The only ceiling light you see is the one directly over your head, the walls are dark almost up to the ceiling, the ceiling itself looks completely dark, and yet the entire room is brillianly illuminated.)

In my own house, I have Sony XBR TVs which are in brightly sunlit rooms but are in the shadows being "backlit" by outside windows so there is little reflected ambient light directly on the screen. It doesn't matter. At maximum illumination, they are still overwhelmed by the ambient light. Human sensitivity to light like human sensitivity to sound is logarithmic. A daylight lit room, even lit on a cloudy day can be millions of times brighter than a room lit with incandescent lamps at night. The iris of your eyes like the iris in an automatic exposure camera adjusts for the average total illumination of the room closing down so that you are not blinded. Relatively dimly lit objects like a television screen whether direct or projected seem dim by comparison to other objects in the room. That's why IMO, the only real way to be able to view a TV image well in a brightly lit room is to make the image much brighter itself. I'll hold my judgement until I see what Sony has developed but as usual, I am a SKEPTIC.