The device itself.
I was intially going to check ebook format, because that was one of the main criteria when I bought my first current ereader, but then I realized that above and beyond that, I was looking for a reader that would give me options regarding turning pages and hand positions for holding it. I prefer having an ereader that would handle a lot of formats natively, but Calibre makes that not a problem, really. I don't read technical PDF's so that's not a blip on my radar.
The ability to buy books from the ereader's store is a non-issue for me. I don't need to be tied into one media source. Besides, Aluratek and Pandigital don't have a ebook store, and Sony's just doesn't operate smoothly enough for me to make it a preferred choice.
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