Take a look at the specs for both of the devices and ask yourself what you want. You are not likely to get everything you want but you should be able to prioritize the features and use that to make a decision.
Both are good readers, you will enjoy either of them.
Obviously I am a Kindle owner. When I was buying my first e-reader (well gifted but searching) the only options I knew of were the Kindle and the Sony. I ended up with the Kindle because I prefered the 3G and the larger bookstore.
If I was asked today, I would still prefer the Kindle (obviously, I have bought the DXG and the K3). Why? I love Amazon's store. I love the 3G/WiFi option. I like the keyboard, it is great for searching and using the web browser. I like the price.
I wouldn't choose a Sony because I think they are too expensive. You are comparing a 5 inch reader to a 6 inch reader and the 5 inch reader is slightly more expensive. That, to me, is just silly. I don't care for the touchscreen. I seem to be in the minority but I am not a huge touchscreen fan. The idea of a touchscreen on my book makes me shiver. It is a personal preference. There is a time and place for a touchscreen, phones and tablets I get, not the page of my book.
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