Originally Posted by EldRick
All e-ink displays are reflective, even if there is front-lighting, such as on the Glo. A hardcopy book is reflective too. That is why they are easy on the eyes - they don't beam light at your face.
I think not reflective in the sense it's matted as opposed to gloss.
Big difference between the Sony crappy black glossy bevel and Kobo's matt black bevel.