I like my Sony 350. I like the size & I love the touch screen. Would I have bought it if the new Nook had come out 5 months ago? Probably not because I liked my Nook Classic. BUT it didn't have a full touch screen & that is what I decided I preferred.
Do I think Sony products are better than the Nook? I have no idea.

My Nook is a year old & still runs beautifully & has no cracks. I have had more problems with my Kindle than my Nook. It seems to crash more when I do extended searches & some of the letters on my keys are wearing off.
So I'm one of the consumers that just wants a device that works well for what I want to do. Read. I do not know about Kobos, but I am curious how well the new Touch will do. I'm not in the market for another device, but I certainly can drool over new devices...And who knows I may end up trying another reader...But only if I can convince my hubby that 4 readers are a must.