you're wrong... I'm on my second iPhone 3GS, and this one I'll keep. You say white is white, and I'm guessing you're phone is that way, but my first 3GS was yellow not white, period. I'm know yellow when I see it, and others to, so I returned it and glad I did. I've bought lots of Apple hardware over the years and this is the first time I ever returned anything,
My second iPhone 3GS is definitely warmer than then my first gen and I consider this one white not yellow. It will take some getting used to, as I think text is harder to read, with the warmer screen producing better video and images, but less contrast when reading email or browsing, such as on the BBC site were its text is more of a dark grey than black, the text is just not as easy to read with a warmer screen. Images though are better. That seems to be a design decision by Apple. If Apple just provided some sort of options for the display, to set it cooler or warmer, probably most people on this thread would be happy with the first phone they get, and not have any problem.
its not just a phone, its a computer thats cost hundreds of dollars with a two year commitment including higher monthly costs than the original iphone. When the iPhone 3G came out it was the same issue with yellow screens that Apple fixed with firmware, this should not be an issue once again with a 3rd generation of the hardware.