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Despite what you may have heard, eink is not like paper. It's just more like paper than LCD. The kindle ads also show them as having a white background or near white, but that is a combination of careful lighting and maybe some photoshopping. The screen is gray in normal lighting condition.
Whether yours is grayer than it should be is impossible for us to say from a photo. The only way you can tell is to do a side by side comparison with a new nook, Sony, or kindle 3 or 4.
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