1) Price - it was the least expensive E-Ink reader at the time for me to get my feet wet with
2) Compatibility - ePub & PDF support were nice to have
3) Simplicity - I like devices that only do one or two things, usually they do those few things well
4) Book Cover at power-off - what can I say, I was really attracted by this when I saw it in the chapters store. I really hope it comes back as an option in the next firmware release.