Kobo is about 25€ cheaper than Kindle, though as a percentage it is quite a lot, absolutely it wouldn't be a decisive factor.
More important to me: I have no idea whether Kobo will be around for 2 years to service this gadget. With Amazon not only am I pretty sure, I also hold their service in very hight esteem. That's def a plus for the Kindle in my book, err ... reader :-)
Does the new fw bring landscape only to pdf or to browsing, too?