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ben, I can easily imagine Amazon's press release photographer had pro lighting that made the screen look near-perfect. I've got some hot lights (Smith Victors) that I can bounce off my white ceiling to make a soft nearly-shadowless high intensity source.
The more you know about photography the more you understand there is no such thing as an "unaltered" digital image, aside from an actual RAW or NEF file (which can't be directly viewed without some form of interpretation). Even my older Nikon bodies allowed a tonal adjustment curve (in the camera body) for JPEG's. Many choices are made in RAW file interpretation -- white balance and exposure at least, often also sharpening, geometric distortion correction (from known lenses), and chromatic aberration reduction (e.g. purple fringing) as well.
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