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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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From Barnes & Noble's ad for the Nook:
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Breakthrough GlowLight Technology illuminates entire screen evenly
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From Amazon's ad for the Paperwhite:
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Patented built-in light evenly illuminates the screen to provide the perfect reading experience in all lighting conditions
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I don't see a difference in marketing the screen illumination. Look at the pictures/video of the Nook in B&N's ad and try to find a similar unit anywhere.