Dry Erase Paint

Apartment Therapy recently featured a new product called IdeaPaint. I'm not sure how I feel about it. I like chalkboard paint, but something isn't right about dry erase paint, especially in the home. I think it's because the walls are white. Somehow, the blackness of a chalkboard wall is more visually appealing. Otherwise, it just looks like you've scribbled on your wall. I guess if you're going to use it, use it framed. But then why not just install a dry erase board? What do you think?