Just set the lighting where it's comfortable for you. Then, if you see any artifacts on the screen that are bothersome--such as a bright pixel in the middle of the screen, you should return it. If there is nothing that bothers you at the lighting you're comfortable reading at, you've got a good KPW2.
As others have said, the artifacts you're seeing--especially at max brightness are completely normal with e-ink. I usually keep my brightness at level 11--no matter what the lighting level is, and I think my screen is great. But, if I turn the brightness up to maximum, I can start to see imperfections such as you're seeing--it would also cause me eye-strain--especially in darker rooms.
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