For me it is a mood and/or functional question. Sometimes purely one or the other, sometimes a combination.
My Sony has a few features that my Kobo does not that make reading certain kinds of books somewhat easier (like following footnotes!). On the other hand my Kobo has a larger screen, a more comfortable feel in my hands, and is generally better for long periods of good old fashioned marathon reads.
The Sony is very business/metallic looking and the interface reminds you that you are most certainly using a device to read; the Kobo is thin, pretty, and soft with more area for your hands to hold on to and an interface that makes you forget you are using a device at all. And on and on and on.
Just depends: but I end up using my Kobo for well on 90% of all of my ebook reading.
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