All right, but it's undeniable that different reading circumstances....
I think what is "undeniable" is that different people have different eyes and different brains and fundamentally different ways of reading things and that some things that matter very much to some people matter not at all to others. For example "the screen door effect" drive me and many other people I know batty when it comes to LCD display -- so we like reading on e-Ink displays. But other people don't notice the problem at all and couldn't care less. On LCD displays some people love white on black, other people say you have got to be crazy! Again, what people love and hate in reader devices varies all over the map, which is why we need to be willing to meet customers where THEY are.