[molman]

For me it was a number of things, and why I decided on the Kobo Touch (KT);

* ePub support (+ Adobe DRM): I liked the idea of support for the biggest ebook (&DRM) format and all that it offered - access to a range of stores, access to library ebook borrowing. I saw this as a negative for Amazon/Kindle with its closed ecosystem which was a contender.

* Availability/Support: In AU there was a limited range of devices available. The BN/Nook has no non-US support so it was ruled out. SONY's had sketchy availability, the only other major option (outside lesser known brands) was the Kindle. As the Kobo had been in the AU market before, I foresaw ongoing future support with devices/accessories/eBooks: this has proved true with recent announcements post Borders AU.

* Price: The KT was a great price for what it offered when compared to SONY's, and even slightly cheaper than the Kindle 3.

* Design: I've always found the Kindle an unattractive device both physically (all those buttons that I would use so rarely) and the way the ui works with certain multi key functions etc. I loved the look of the Kobo which was more like a book (all screen). The size was nice. For the i-device generation the touch seemed like a more natural interface. I also actually loved the back of the Kobos which had the nice quilt design for holding which I'd experienced on the earlier models. The KT ticked all the boxes for specs with the screen, speedy processor, SD Card access (though I don't foresee needing the space any day soon) etc. Finally the UI on the KT seemed to be clean, and simple. There are my books one touch away. The ongoing firmware support with its formatting options has cemented things.

* Store: Whilst it may not have as many books as Amazon (I haven't actually compared for someone in AU?), the Kobo store offered a decent selection of the mainstream titles at prices that were often comparable to Amazon when you looked broadly. The fact that they sold to AU unlike say the SONY eReader store was also a boon. I also liked that they offered most books as their own easy to sync format, but also Adobe ePub’s that could be downloaded and used on other devices with Adobe ePub support in the future.

* Things I didn't care about: Audio: including text to speech, and audiobooks - I have better devices for this. Non-book reading functions: Web browsers, games, etc (again much better devices for this). Mobile Wireless/3G: I have a mobile hotspot in the form of my phone for when I need to download on the move, and truthfully I just didn't see myself needing this ever. I also knew I wished to get books from a range of places so I was likely to sideload anyway.
* Things I did care about: Privacy - some of the data flow to amazon with highlights, book information etc.

..Anyway they are some of the reasons. I'm very happy with my choice that the KT is my first eInk eReader. I will also say in somewhat aussie fashion I did like supporting the underdog, and it’s nice to have something different than the Kindle that most individuals I know own.