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If this is any help... the other day I was reading my Cybook Gen3 in direct sunlight. I noticed the fading - it was still legible, but there clearly was a little fade on it. I closed the cover and went forward a page, no fade. I put my hand over the screen and went forward a page... no fade. Interestingly the sun went behind a very fluffy cloud (please excuse my lack of knowledge on clouds!). It was still bright sunlight, the sun was only behind what really was a wisp of a cloud in an otherwise clear blue sky and there was no fading.
I'm in Florida at the moment, and this was at around 1.30pm, the temperature was around 90.
From this non scientific testing, I'm leaping to the conclusion that electronic ink screens can fade in strong direct sunlight, but results may vary. But more importantly, just because your screen doesn't fade in the sunlight, that doesn't mean it won't if you go somewhere with stronger sunlight. I'm normally reading in Scotland, and I can assure you that no matter how hot a day we have at home, my (RIP) Cybook would not have faded under the Scottish sun!
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