Yeah, there might be bad lighting or weird camera settings, but the display does not look that nice in the Goodereader video as well. At least it looks a bit darker then an e-ink screen.
Again the viewing angles are not great. Goodereader even speaks of color distortions when viewed at an angle.
Also what I just noticed, the Hisense does not seem to have any built-in light at all, not even a front light.