It's not really a scam but rather a technology that's still in its infancy. I think of it more like the Palm Treo and Blackberry: they're not great but hopefully we're progressing towards the iPhone. I wouldn't buy one at the moment, though.
We are talking about e-ink without added edge lighting. I found that if I have to crank up the internal lighting of an e-reader to get adequate contrast, then I may as well use a tablet, because it isn’t reflective illumination anymore to the eye.