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I got the "fading" yesterday after 15 minutes in the sun. Pretty irritating; I had to make sure my head made a shade over the reader while lying down.
The fading persists after you swap pages, so I'd guess the reason is that the black pigments don't "stick" so well to the top of the microcapsules when they get heated up by sunlight. I noticed that the antialiased pixels, which have both white and black pigments at the top, near the white/black border disappeared first.
Interesting that Amazon has replaced Kindles with this problem, would that mean that I can get a replacement model that does not exhibit this behaviour, I wonder?
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