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It's completely normal for e-ink screens - this is the full screen refresh. You can set it from every page turn to once every six page turns in your Reading Settings. There is also a hack to make it happen less often, but you're likely to experience some ghosting if that happens, which may or may not bother you.
I now actually prefer it to happen every page turn. I blink as the flash happens so it doesn't bother me, and my page is nice and fresh each time (I'm pretty intolerant of text ghosting, I confess).
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