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Like you, I'm a huge fan of Amazon, and still buy lots of stuff through them even though I decided to get a Sony Reader. (In fact, I bought my Sony Reader through Amazon - best price I could find.)
Big considerations for me were the "open source" format (i.e. ePub), geographical restrictions (which have changed somewhat since I got my reader), my ability to get around the geo restrictions and my desire for a dedicated reader without "wireless" functions that, for me, serve only as a distraction to my reading.
I got my Sony back when there was still the glare issue with the screen. It's really not that bad - you can usually get around it by adjusting the angle of the screen. I have seen the new Sonys and the touch screen really doesn't have the glare issue any more.
OTOH I know folks who really want the instant gratification of 3G access to the Kindle store, and for them the Kindle is a far better choice. If you're in the US, Amazon probably has the best selection in books (and possibly at the best prices), but living outside the US even Amazon restricts availability by your residence location.
If you want to see a Sony up close and personal, check Best Buy if you've got one in the area. I source my Sony gift cards through them, so I assume they have the readers, too.
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