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noticed this too... but I think it's the color saturation that makes it seem "dimmer" I had it on 60% this morning while watching House of Lies and it looked better than I remember and I usually had my iPad 2 from 80-100% when watching videos.

But when surfing web pages I feel like 60% is a bit dim and push it to 70%
 
www.notebookcheck.net has some measurements on the new iPad's NITS

The New iPad
Maximum: 321 cd/m²
Average: 303.7 cd/m²
Brightness Distribution: 88 %
Center on Battery: 319 cd/m²
Black: 0.38 cd/m²
Contrast: 839:1

The iPad 2
Maximum: 396 cd/m²
Average: 368.7 cd/m²
Brightness Distribution: 89 %
Center on Battery: 354 cd/m²
Black: 0.42 cd/m²
Contrast: 843:1
Hmmm... I am starting to think that my assumptions might not be that off. Thanks for posting this.
 
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