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For me it was the availability of English language reading material accessible from outside the US. (And, to be real honest, the ability to "fudge" the access to buy directly from the US as needed.)
To some extent, that made the ebook format key, since I can buy French books locally now, too, assuming I want to pay the prices they are charging here for ebooks.
Unfortunately, the UK stores' turn to the Agency Pricing thing has kind of messed up my original thinking, but I'm still happy with my Sony.
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