I would recommend coming up with a list of features that are most important to you and buying the reader that has most of those features. I would check the bookstores and see which one sells the types of books you read at a price that you are comfortable paying.
If you already have a ton of e-pubs then the Sony probably makes sense for you. I have to admit to only sideloading books once in the 2 1/2 years I have owned a Kindle and that was in New Zealand. I had a K1 so I had to sideload books. Other then that, I always use the whispernet to get books.
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