Mine has a mild case of the fades (nowhere near as bad as the photos posted) but since
a) I live in the UK, where bright sunny days are a rarity, and
b) I don't like sitting in direct sunlight - melanoma is so overrated
it's not that big a deal for me. I can see that if you live in California or like to take your ebook reader on holiday to sunny climes, though, it would be a real problem!