I saw one at a Fry's in Arlington, TX that had perfectly
lousy contrast on the screen, and one of the Fry's in Houston, was displaying a unit that had not so great contrast. After your comments, Rocketime, I'm wondering if they're doing something that affects it somehow.
Do you have a SonyStyle store anywhere near you? The ones I've seen there have all been pretty representative of what I get from my own Reader. Or you might try one of the other chains that carry them. I don't know how feasible that is for you where you are though ....