For me, the device is the most important. I care about how it feels in my hands and how intuitive the page turning is. So far, the Kindle 2 is my favorite, but the screen clarity just isn't there. I now predominantly use the Kindle 3, though it's just a bit awkward to hold as the buttons are a little too easy to hit. I hate the feel of the Sony, though I do use it occasionally. The Sony 300 was my least favorite; next page button was difficult to press AND it was very difficult for me to hold because it was so small. I usually grip my books by the bottom, so the keyboard on the Kindles gives me a nice place to put my thumb without covering any text.
Ebook format is somewhat important, but my ability to format-shift makes this a lower priority than the comfort of the device itself.
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