You'll get a new picture each time you turn it off, but the device is really off when you do that (no processor activity or display refresh activity). The flash you get with an e-ink screen, is almost like doing a printout (or maybe more like etch-a-sketch), it just stays that way until the device is turned on and it draws something else.
(I think sony decided to clear the screen rather than put a picture there, so that it would be easier to undertand that the device was really off).
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