I had something that looked identical to the OP's on my '09 iMac's 24" screen but it was in lower left area (when I took the picture of it, based on lighting/cam settings etc... the pic looks slightly different but in person it looks the same as the OP's - pic below).
Apple replaced the screen without any issues (during AC period) and the genius said that this was not an uncommon problem with iMacs (he'd seen it many times, said it was due to heat build-up inside that cause part of the LCD to fade). I also could mostly only see it on log-in screen or whenever the desktop was showing a plain colored background. I keep my iMac in a dust-free area and I clean it often so it wasn't dust build up that caused the heat issue.
Anyhow, that's why I don't plan to replace my iMac with another, going forward it'll have to be a desktop with standalone LCD (Mac Pro or mini).