I love the gray is a color theory. Rogue B&N Sales Rep. or marketing genius?
The relevance of color depends on the price. The Fujitsu Flepia (
http://tinyurl.com/cl2so3) is the first color e-ink reader available now and it retails for 99,750 yen or US$1110.
The color in this demo looks, well dull (
http://tinyurl.com/ykz5t6y). So the question is whether you would pay double the price of a Kindle DX for dull weird color that you would not need for fiction, and could live without for non-fiction.