Sony reader

There must be some kind of tech conspiracy going on. I played with the Sony Reader yesterday. It looked fine and was very easy to read. I began to fantasise about how I could use it. However this lasted about two seconds until I tried to 'turn' a page. The whole screen flashed negative and then back to the new page. Absolutely, headache inducing, horrible. As far as I am concerned this makes the whole device unusable. Why have I not read about this in all the many descriptions and reviews that I have read? I think this little device has potential but it is not ready yet. Is this really the best page transition that they can come up with. I imagine that it is some limitation if the technology. Has anyone bought one of these or tried them out? What do you think?