Mine does this. For some reason some eink devices do it, most do not (and I mean across the board; some Kindles, some Sonys, some Cool-ers). My 505 will do it, but my mom's 505 won't. Just keep it in the shade (which sometimes means just turning around, or angling so that the shadow from the cover blocks the sun). It goes away after you turn it off, or get it out of the sun and turn the page.
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