Why the highly reflective screens

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I went down to the store to check out some of the latest gear like the HP4150 and the Treo 600 and was very impressed with each of them in their own way. But why are all the screens nowadays so highly reflective? Does no one care?
The reviews never mention this aspect of a screen's preformance. There is even a program for my old Sony Clie which turn the screen black for use as a mirror which is one reason I was so glad to change to the Xda. Now all the latest stuff have this type of screen and I have even seen it starting to
appear in laptops. Will you use a computer monitor that reflective for your desktop? Why do we put up with it on our handheld. I use Brando with my Xda and I can read Avantgo and Ebooks for hours at
a time even in bright outdoors.Please tell me the Xda II screen is not of this type.