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Interesting observation. Not having read much about these display's I imagine the technology is a hybrid. And perhaps the lighting in from the front via LED, as opposed to typical backlit displays. There might either be a way to completly turn off the lighting or it has an ambient light sensor to control the birghtness of the front lighting.
But that is just a guess...or, of course they whole marketing staff could be a tad, ummm...confused?
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