If it bothers you then it is a problem. But for others checking this thread, I bet 98% of E-ink screen owners find the flash disappears from their consciousness after a few weeks.
I find an instant page turn (like Stanza's fastest setting on my iPhone) to be more unsettling. We are conditioned to expect some delay, while the eyes move, when reading a physical book.
How fast do you turn physical pages when you're not speed-reading? I'd say the average E-ink turn time meets it or beats it.
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