I found this and some others that discuss bright light = dim viewfinder. This suggests that the camera is actively doing this by design (however faulty).
Viewfinder data-brightness can at times nearly vanish in bright light - 20D, 30D and 5D. Ironically the original 10D is better. It's a defect without an answer. To wit: Canon's tech support isn't particularly supportive, nor does it appear optimistic. Two weeks previous the response was "it can't be adjusted." Here's their response to my missive last week: "Thank you for writing to us. We value you as a Canon customer and appreciate the opportunity to assist you. We're sorry to hear of any difficulty you've encountered with the 20D, 30D, or 5D's viewfinder in bright sunlight. "Canon USA has not announced any plans at this time to create a firmware update for this issue. I will, however, forward your suggestion to the appropriate department for consideration."
The "read between the lines": unless Canon gets flooded with customer complaints on the viewfinder visibility glitch (V-data can at times be nearly invisible in bright light)- they're not likely to issue a relatively simple firmware update to address the problem. Ironically, the original 10D's viewfinder is better in this aspect than the newer 20D, 30D or 5D models. The problem is obvious in bright locations and the lens is aimed at a darker subject, V-data can fade dramatically. The sole hope of getting it fixed is if enough 20-30-5D users will direct the viewfinder data-visibility complaint to Canon. If anyone has access to a specific person within Canon's corporate structure, go for it - your effort may well help 1000s of users.
http://www.photo.net …ch-msg?msg_id=00GQdL&tag=
EOS 20D(w remote switch), 17-40 f/4 L, 70-200 f/4L, 50 f/1.4, 85 f/1.8, TC 1.4X, 580EX (w/off camera shoe), Canon S500, Apple Powerbook G4 867 w/Photoshop CS2