@Charmain - that is my argument precisely! Nothing more, nothing less.
E Ink screens are grey, text is blurry, and there is plenty of room for improvement. When people are debating as to whether they should buy an iPad or a Kindle, they will see that Apple boasts the retina display, while the Kindle has the same old E Ink screen that came out in 2010. New device users who don't care as much about backlit displays will pick the iPad, while E Ink lovers will grudgingly hope for something better, unless you are totally content with what you have.