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Originally Posted by maxbookworm
Sounds like the real problem here is that Amazon overpromised. The name "Paperwhite" and all the advertising they did before launch really set up the expectation that you would see a perfectly evenly lit, nearly white screen. The fact that it isn't that is a disappointment to a lot of users. If they had played it a bit more low key, the way Nook did, (i.e., "It's a Kindle, only better now because it has integrated lighting!"), I bet people would be much more positive in their reviews.
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You hit the nail on the head. Amazon kind of set themselves up for this situation. My PW is supposed to arrive today, so I'll wait to judge for myself, however there is clearly a discrepancy between reality and Amazon's marketing/promotional images. All of the PW marketing shows a perfectly-even lit device with a totally white screen. This leads the consumer to think "Wow! Amazon has done the impossible and created a white e-ink screen with perfectly black text!" When the device arrives and they see that the screen itself isn't much different from the Kindle Touch and it just has a built-in light with uneven lighting, there is obviously going to be disappointment. In that regard, B/N did the right thing with the Nook. They didn't promise a perfect, evenly-lit screen. They simply said "Here's the Nook you know and love, except now it has a built-in light!"