Personally, if I set the light near the lowest setting I drop right off to sleep. It might not be campfire light, but it's not so far off from moonlight. Still, if they offered a warmer color option I wouldn't turn it away.
At night, I have to use level 7 on the backlight for comfortable reading without any other lights on. It's noticeably blue to my eyes at that setting. I get that Amazon's trying to make the display look whiter in normal light, but I (and I think others may) place more value on a warmer backlight for nighttime reading. Outside of vacations and doctor appointments, bedtime reading is my most frequent use case.
This is much needed.
The Marvin e-reading app on iOS can change the screen color temperature to adjust the blue level, which helps with bedtime reading.