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We know Amazon's "what it looks like in the dark" pictures weren't using any fancy lighting though.. as the rest of the room is dark and it shows the uneven lighting at the bottom of the screen. If you give the PW screen any external illumination it almost immediately erases all the screen defects.
The marketing one of the woman reading in the dark may have been as well.
I have umbrellas, etc.. but I wouldn't be able to shoot those "dark" shots with flash to make the screen look better without also lighting up the background.
FWIW my pictures were processed in lightroom with the "Adobe Standard" calibration. That actually puts a decent amount of saturation/contrast into the images for my camera. If I was trying to fool someone I would have used the "Camera Neutral" calibration which would go a long way to making even a bad PW look perfect I expect.
My main point is you take a camera phone shot in the dark and it's going to add a lot of red & green chroma noise, and then the JPG processing is going to pump the saturation up a ton and exaggerate the noise and/or the screen defects.
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