I have a both Sony and a Kindle DX and i can say that the Sony readers are way better built and give me a better reading experience than the Kindle. Not to mention that they are (specially the latest ones) a LOT more beautiful than the kindle. I do have a feeling i am reading a book with the Sony 350 while with the Kindle, i can never abstract of the fact that i am reading in a kind of tablet with keyboard... looks like a modified and simplified computer.
In the Sony the experience really comes close to a real book. It is soo simple and pleasant to read in it!
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