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Kindle devices are only currently available in grayscale which means that it's only technically possible to show shades of gray. That's just how the e-ink technology it uses works - so changing the background to a cream which is a colour is not only a big deal but impossible with the current technology.
It is possible to make e-ink colour devices but from what I've seen, the colours are very dull and washed out which is why I suspect Amazon hasn't gone with this route yet. The other option would be to use the same tech as a iPhone or nook colour which are backlit but more like reading from a computer screen instead.
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