In dim light, one option is to increase the font size. If there is enough light to easily read a paperback there is probably enough for EInk.
The jetBook uses a reflective LCD technology, so it also needs external light to work. Some people say it is more readable than EInk, but I'm not sure the difference is huge. It has lower resolution and shorter battery life, but it is a viable option (fast page turns help with zooming PDFs for example). Note that the jetBook supports eReader DRM (encryption), rather than Adobe ePub/PDF.
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