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I just looked again at the main Amazon Paperwhite product page. The "perfect for bed" photo clearly has additional lighting. The woman's hand has backlit "rim" lighting and the shadow on the blanket or shawl (along with a highlight on the PW edges) suggests some overhead light.
I agree the dark room examples in the "see more" section do not appear to have any additional lighting, but then again it seems they did that entire section to lower peoples' expectations.
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