I find, just as I subconsciously prepare to turn the page as I'm coming to the bottom of it in a paper book, I've started pressing the page-turn button on my Cybook as I'm reading the last line or two. And, in my experience (which seems not uncommon), my mind has adapted to flash of the screen exactly the same way as it has to the visual disruption of a physical leaf of paper moving across the reading surface of a book.
(That said, occasionally do I snap out of the experience and look for pixels, but generally the net result of the disruption is a positive, pleasing frisson at the reminder that I've got an omnibook full of magical changing paper in my hands.)
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