One thing it is important to stress is that EVERY Paperwhite screen will look awful if you turn the lighting up to maximum. What matter is what it looks like at the lighting level you're going to actually use it at (which, for me, is about 10-12 in daylight; 4 in a dark room).
I do have to agree that your screen looks normal. You'll only see the shadow cones from the lights at the bottom if you have the lighting on high.
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