I didn't want to open Pandora's box with the whole 'fading in the sunlight' issue. But from what I read here and on other forums, some screens, presumably made by LG, had some manufacturing defect which leads to them fading in the sun - and makes them actually less 'sharp' otherwise as well.
My office mate and I both have SONY PRS900s. We can put them side-by-side under the sun, and the screen on my device fades, his doesn't. In the shade, they look similar, but the background on mine is just a tad more greenish. We bought the devices on the same day, from the same retailer.
I called SONY and had mine replaced. The replacement has the same problem.
And I had a similar experience with the Kindle2.
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