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All things being equal, I voted for Sony because I use the Sony software to transfer books to my Sony ereaders. I have a large library there from the pre-EPUB days and even pre-Kindle. Kobo is my other major source, especially like their discounts. I also like their smartphone/tablet apps and their Reading Life stats.
I used to buy more from booksonboard and fictionwise but not so much since agency pricing. I almost never purchase from B&N because of their DRM, just freebies and samples. I only buy from Amazon when I can't find the book in EPUB format or if the price difference is drastically cheaper than the other options.
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