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Can't say I've noticed it myself, but I imagine it takes a finite length of time for eyes and brain to adjust to perceive whiteness (or greyness). Whilst it might be possible to measure some things objectively, I guess others will forever be subjective. I remember reading comments to the effect that some people feel the E Ink Pearl display appears whiter when surrounded by black (eg Sony), rather than grey (eg Kindle). So the contrast of a display with its surroundings may be important. Another point that might be relevant is that luminous intensity of some light sources increases some time after they are first switched on.
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