Amazon explains how it managed to evenly distribute light on Kindle Paperwhite

1. AppleConspiracy posted on 01 Oct 2012, 08:08 2 1

Text reading requires diffuse lighting that is basically reflective, not direct. LCD displays therefore cannot be used as e-book readers for substantial amount of text because you are practically looking at the light source (reading makes a lot more eye strain than anything else). That's why e-ink was developed - to mimic the reflectivity of paper on ambient light.

So I don't believe they entirely solved the problem with this. Even if they achieved pleasant lightning, it would still require some equivalent ambient light to match the light of the screen, because if read only in absolute dark, it would still be the only source of light, making it difficult for eyes again.

The destiny of text reading is using ambient lighting, not illuminated display. They tried to do this by this technology of reflective illumination, but they probably just merely reduced the eye-strain, but didn't eliminated it. However, for low-light ambients, this could be very helpful since e-readers are difficult to read due to lack of better contrast that plain paper has..