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I was thinking that perhaps the desire to patronize one company vs another was a factor, but why on Earth would you buy a reader from a company if you didn't want to buy books from them?
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Hardware vs software.
I love my PRS 900 (hardware) but haven't bought any books from Sonystore since the first few when I first bought my reader. (software).
Promotions and ease of use.
I can get books from Borders, Fictionwise, Smashwords etc. with no problems and for some of them can use coupons or get free books/reduced prices not available on Sony.
Just like the design/build!
SD card support, user replacable battery, touch screen, dictionaries. (I really don't like the D-pad design that Kobo uses)