Don't care too as I'm not in the market for self-lighted eInk reader. Nor would I take their word either as it is subjective. People often see what they want to see, especially when brand loyalty is involved. I read a lot of Sony PRS-600 users claiming the then new touchscreen was as good as the PRS-505. It wasn't; not by a long shot. The next generation of PRS-x50 models were better, but they still noticeably degraded the contast. I do hope this new technology is good enough to not degrade the contrast, but I won't believe it until I see it because any time you add a layer on top of the eInk screen it will cause some degradation. Whether the degradation is noticeable or not is subjective.