I just got it this past week, ordered the Friday before.
To be honest, if It wasn't for the threads here I doubt I'd ever notice it.
SO what happens, send it back or keep it? If sent back, does begging for upgrades work

That is yellow (color is NOT uniform from that screen), I have seen people with much lesser yellowing than that.
Mine was fine when watching a movie, etc, I didn't see prominent yellow.
Except it was there just browsing around and working on my computer and it bugged the heck out of me.
I actually posted on the forum in the "I just got a new mac - Perfect" thread five minutes after turning it on (week 8).
Even in my elated post, I remarked I saw some yellow, but it wasn't so bad, but it bothered me the more I used the machine. I saw it immediately on the startup screen.
My advice:
If you don't notice that its "there" so to speak. KEEP IT.
If you are upset that you paid between $2,000 - $3,000 for a yellowish screen from Apple (which prides themselves on being an industry standard for filmmakers and many photographers, printmakers, etc.) then do something about it.
People saying there is no such thing as a perfect LCD have a poor argument to prove their point. I would say the majority of Apple's iMac are most probably "perfect" or "near perfect" in regards to screen quality/resolution/color. I have had a Sony LCD monitor for 7 years, and I would say its pretty perfect apart from a single stuck pixel.
You can buy a 50" LCD TV and probably find a "perfect" one that doesn't have issues.
Maybe its the IPS backlit technology that has issues, or maybe its this specific product that is susceptible to slight shifts in color uniformity.
For filmmakers/animators/photographers, correcting for these "slight shifts" can be the wrong thing to do because your screen is faulty, not your work. When that work is projected/exhibited/printed in a large format, whatever "correction" you did to an area that did not look uniform will show itself to you tenfold and that can be a huge problem. (Granted this is an extreme example, but a very plausible one at that).
Apple has finally acknowledged a problem.
Don't let a huge company discourage you from saying something negative about their product. They will take action on your behalf IF you ask it of them.
Good luck.