Sony A7 viewscreen shuts down in bright light.

[PhotobyRune]

Was out using my Sony A7 today, and the view screen was misbehaving.
Basically I was in bright sunshine in snow, and the viewscreen simply refused to work.
It blinked on for a second then went black

I cleaned the sensor as this happened before and the culprit was a hair across the proximity sensor above the view finder. Back then I cleaned it and it worked ever since.

But today it simply refused service, until I got out of the sun, then it worked perfectly and remained working the rest of the day.
The attached picture shows the conditions I was shooting in.

So is it a feature or a bug?