<....> -ed.
As for the rest of it, there's only one company in the world making those e-ink panels... not much to conspire about. If that looks grey, it will be the same grey that all E-Ink Carta screens share, across all brands.
Here's the side-by-side review of the black and white Kindles to see what the optical illusion is all about.
EDIT: New video preview (in French), again of the white model,
here. Looks like the reviewer is using the large print mode, in case people wonder why everything looks so big.