As far as I know, you cannot do what you need with pure CSS at the moment, due to the blue background. I think your best bet is to edit the image in Photoshop as its brightness :hover , and then use something like:
img { opacity: 0.7; } img:hover { opacity: 1; }
Hover opacity change will work:
img:hover { opacity: 0.5; }
Fiddle Strike>
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