during day flights I like to keep the window shade open and play with the sunlight reflecting it off my wristwatch. if the sun is unobstructed and uncomfortably bright ill lower the shade. but wake up people (literally), airlines like dimmed cabin lights and closed shades because people are less inclined to request service from the cabin crew. it's like putting a sheet over a bird cage. embrace sunlight and the views from the open window, because there lies beauty and warmth. digital screens don't have the same effect. yeah i'm not apologetic and i don't care if it bothers anyone because i think im right and everyone else is wrong.