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It is an interesting idea and I actually thought the ads were cute. It would be pertinent to my interests because I like to read in bed late at night but I have my Android devices (phone and now tablet, need to edit my profile) and the reading apps I use have a "night" setting.
For my eInk (and I love to read in a nice, sunny yard), my Kobo is still going strong and I don't intend to get another eInk until it breaks. I would probably get an eInk with a backlight when that happens.
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