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In theory, yes you could buy it in the shop then switch it on to check for any noticeable defects, and if there was an obvious one, you'd be able to exchange it for another right there and then. They won't let you open up the box and check it before buying it though. Once opened, it's no longer in saleable condition, and if you want to exchange it because you think the lighting doesn't look even or think there's a tiny bit of light bleed, they might not agree that it's a fault.
I guess it depends how picky you are about minor issues, I'm very picky when it comes to the screen of my ereader! Also, bear in mind you will be looking at it in a brightly lit shop, and as it won't be set up, the light will just be on a setting that you can't change, so these things might not be easily noticeable until you get home and get to have a proper look at it.
That's the only reason I'd suggest buying it online, as you can return it within 14 days for a refund or exchange with no quibbles. I'm just being very cautious though, since you were concerned about customer service.
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