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My thoughts on the "burn-in" effect is that it's just the way eInk works when the device only refreshes a part of the screen instead of doing a full screen rewrite, and this is also the reason why the screen flickers a few times when you flip to the next page.
The "flickering", I think, is something it does to remove the burn-in effect that you can see when the screen only refreshes a small part, since there is no burn-in effect when you read a normal book page.
I guess Sony decided that a little bit of ghosting is preferable to waiting an extra second for the screen to update when you are browsing through menus, but when you are actually reading a book page you want it to look perfect, this they spend extra time wiping the whole screen and rewriting it when you turn the page.
So I'd say it's perfectly normal and nothing to worry about.
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