I ordered from them on 12/31/2013 and just received my tablet today. After their $50 instant discount and $20-off promo code (that expires tonight btw), I shelled out $279.99. I've been able to spend a few hours with it and my initial thoughts are very positive. I did receive an open box and annoyingly, there were some dust particles on the device, but that's where my annoyance ends. Aside from the unit being very slick and quick, I'm not having the issues that others have mentioned.
The white are fairly white - I even compared against my Macbook Pro w/ Retina Display. Its obviously not as white, but its not bad at all. I can see how some would complain about brightness for outside use, but I find it to be very pleasing. 100% is bright enough to hurt my eyes in a room lit with a 60 watt bulb. I find that 80% is great for me in most places in the house. I usually keep my Macbook Pro w/ Retina Display ~90% for comfortable, indoors use. I do not have any light bleeding or lighting inconsistencies anywhere on the screen that I can notice (I tested this with a variety of backgrounds). Overall, I am very pleased with design, especially after reading about the concerns that others had.