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I bought the Kobo because it was the first reader I thought was worth the price, $150 at the time when Kindle was $260.
Kindle prices came down and people tend to give me Amazon gift certificates since I'm notoriously hard to buy for. I ended up paying $50 or so out of pocket for a K3, and since then I've received gift certs that have provided me a couple of ebooks for it.
Most of my reading is still done on the Kobo, though, since it came with 100 public domain books and I can check out ebooks from the library with it.
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