I always thought that it looked like pewter under certain lighting conditions. As for the quality - I find both JB and ALP to have very nice screens. Even the small font size can be read if your eye's are up to it.
They are careful not to say e-Ink.
I also have the Pandigital Novel Colour Reader (Black Canadian model running KOBO). I find the screen (Backlit colour LCD) to be reasonable as well.
John
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