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it's pretty easy to achieve 90% reflectance with a white paint. However, the biggest factor by far is not the inefficiency of the white and transparent materials, but the damn particles that don't stay rotated with their black sides down. If you look closely at eInk, you'll see a lot of dark specks. The increase in reflectance is probably owed to achieving greater control over the particles (as also evidenced by the 8-color spec). I wonder if this also means the blacks are blacker (and that total contrast has increased more than by 20%).
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