OK. Gave up hoping for the best with my first try at iPad 3. Went back to San Tan Village store in Gilbert, prepared to just get a refund. I was told that a Verizon 64 GB was in stock. (They said no earlier when I called. Bizarre.)
In any case, just got it home. Fired it up just to get to the main screen. It is very noticeably brighter and whites are white and not dull off white yellow/green hued. I guess my first one was a lemon indeed. (Not to mention the overheat failure screen that rebooted the thing even though I was only surfing the internet and not gaming or watching video.)
I'm restoring from backup now, but I'm very hopeful, after being prepared to be disappointed again.
If things "just don't look right", I'd say return that bad boy.