Snooping/Hacking Digital Scale display (RIBBON?)

It is the pink/black strip... I've been referring to it as a ribbon, sorry about that. Why do I need to cut the traces going to the blob though? I'm imagining [signals --> blob --> display]. When you say cut traces going to the blob, do you mean between the display and the blob? (That's what I assume, I just want to make sure I'm not doing something stupid). And in this case, are you referring to the white plastic-y piece that the ribbon/pink and black strip is connected to as the solder mask, or are you referring to the black blob as the solder mask?
Sorry for 100 questions, the way that I'm looking at it either way should work though, assuming that regardless of the technique, the original display will never work again.

EDIT: The white plastic-y piece that I'm talking about is an LED sitting behind the display. Wasn't sure if it was working as a solder mask as well or something though.

One more EDIT: There isn't any soldering on the bottom of this chip... is that going to be problematic? I'm not entirely sure how to connect to the PCB when there's nothing on it that has been previously soldered.