Matte black for me on tablets and ereaders. I'd prefer it also on my TVs, but matte black finishes are very hard to find.
When I was first considering an ereader and I looked at the Nooks in a B&N store, they had that annoying shiny white bezel (they might still have it). Even though the text didn't have that shiny reflection, while trying to read I found myself constantly trying to tilt the reader to minimize the reflection from the bezel. Shiny just makes the white even worse to me on all devices.
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