The latex 110 is great. Prints a few feet my arse. It will handle a 55lb. roll, so it can handle a 150' long roll of 54" banner or adhesive vinyl or anything. Ink usage at max is 1ml per sq/ft. full coverage. 400ml is $100, so $.25 per sq.ft. for rich black, and less for most prints.
Honestly the ink is so durable right out the front of the machine, I feel a take-up reel is unnecessary for a small business. I can let 20 feet or so just curl over before I cut the roll and proceed with post production. No damage done even with poster or sensitive substrate.
I got mine about a month ago and have used about 2,000ml of ink so far with no problems. Link to when I first got it (damn near paid it off already).
http://www.signs101.com/forums/showthread.php?134111-HP-Latex-110-Awesome!
I think the bigger shops are aware and silent on it's capabilities. This is "disruptive technology" at this price!