For me it was because it's Canadian. Actually, not that it's Canadian but it's unAmerican. The Kindle is too US centric and the Nook is All American. Both offerings are wonderful in the States but are either unavailble or limited outside. The Kobo doesn't have those limitations and even better, isn't second rate either. It's competitive on price (which is the Sony's failing), on features and on design.
My only con for it was the sample that I'd seen on display had poor formating with the page. Strangely, the K2 was much better in that regard, but Kobo updated the software and fixed it.
I've had it for two weeks and haven't regetted it a bit.
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