"We're at max brightness right now. Let's see if we can bring it down a little bit."
*turns light brightness setting all the way off*
"...and what you get is something that's very similar to the old Kindle in color - basically the same contrast."
I could be wrong, but it seems like the Paperwhite only has better contrast when the light is on. (Notice in ads how the light is always on?) Of course it'll have better contrast if you shine a light on it - nothing has contrast in the dark! It makes me wonder if the Paperwhite e-ink is any different from the Pearl e-ink... Sounds like a potential case of false advertising to me.