I decided I wanted one early last year. Sony models were too expensive (and the touch tech made the screen clarity not so great at the time).
I didn't want to be locked into Amazon, so I didn't want a Kindle - I wanted epub so that I could price shop around between stores. Little did I know the Agencies would price-fix their way out of that...but hey.
I was torn between the first Kobo and the original Nook and decided either would do. Wife ordered me the Kobo for father's day, but I changed my mind to the Nook at the last minute for the freebie coupons for instore, wi-fi, etc. She let me switch