1. Supported ebook format. I'd joined a nearby library for their ebook collection before getting my sony. Epub with a minimum of fuss was a must. Sure, I could hack a library book, but if I don't have to, why bother?
2. Price. At the time of purchase, the Sony was the best price for my needs - simple and functional without unnecessary bells and whistles. It was cheaper than the Nook at the time (yeah, I know, bigger screen etc, but I wasn't interested in the extras) and I'd already ruled out the Kindle. I don't recall coming across the Kobo at all. I spent a lot of time trawling the forums here reading user experiences and problems and narrowed it down to the sony and the pb360 - but I really couldn't justify the price for the latter. The forum also alerted me to a sale - I managed to pick the 300 up for 150USD plus a case logic cover for half price - all up less than AUD200. I *couldn't* wait for a better deal - I was visiting the US and at the time, the sony was about 3x more expensive to buy in Australia and no one else had announced local retail availability of *any* device that I was aware of. Of course, about a week or so after I got back, the kobo was announced... But the sony was still a better deal IMO and I'm very happy with it.
3. Form factor. I really don't like the look of the Kindle and Nook. <shrug> Just my own personal taste. I *really* like the look of the sony 650, but it doesn't come in pink. :P And I can't yet justify a new purchase.
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