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Hmmm. You're right. Had never compared the picture on SonyStyle to the real thing.
Certainly, they make it look like a WHITE page on the site, compared to the true greyscale of the device. Looked at 3rd party pics ... they look brighter also. Took mine outside ... ahhh ... in daylight, starts to look pretty similar ... and if I take a flash photo, I'm willing to bet, it'll look like the 3rd party pics. Looked so nice outside, I think I'll take it to the pool and read for a while.
Regardless ... I actually tweak my dev environment colors because I find the bright white background, and black text too glaring for me. I might like the reader just a touch brighter for the background color ... but not much. Love this thing as it is. The best new gadget in ages.
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