I'm in the "no reading off LCDs for leisure/pleasure" camp.
I've tried all sorts of tricks with my iPad and phone; have got to the point where something sepia-like for background (depending on the app) and brightness turned down to somewhere below 50% (can't turn it down any furtner as my eyesight isn't good and I need enough contrast) is enough that I could manage maybe an hour's reading, but it certainly still won't be as comfortable or easy as my Kindle 3.
I had a Sony PRS-505 before I got the iPad, and after suffering through one book on the iPad (this was before I found out how to remove DRM and convert, and that book was only available on Amazon) I went back to the Sony, with its old-fashioned, pre-Pearl eInk screen - if I couldn't get a book onto that, I just skipped it rather than read on the iPad. (After getting the Kindle, the Sony was immediately relegated to a deep drawer and I could hardly believe how easy I used to find reading on it, because the Kindle was just so much better. But even the Sony was miles above and ahead of the iPad as far as comfortable reading goes for me.)
Granted, I have eyesight issues - not just strong myopia but I also need a lot of surrounding light to read. I can't use a computer in a dark room, and I certainly can't read in a dark room, not off an LCD nor an eInk device. (And white-on-black, which so many people seem to love, means pretty much instant headache for me, with bad bloaters and streams of tears if I have to look at it more than two minutes.)
People are different. Eyes are different. Eyesights are different. Some people simply do not find reading on LCD screens comfortable, no matter how much they're told they're just doing it wrong and it's actually extremely nice.
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