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From what I've read it seems as if Amazon has a great ecosystem of user reviews and selection, their customer service is top notch and there's no ghosting on the device because of a full page refresh on every turn.
What I don't like is the proprietary file extension locking users to the device, the visual clutter of the hardware keyboard that I'd only use about 2% of the time, and the writing on the wall of their Special Offers model means that some time down the road they could release a Kindle model that forces advertisements on users who are, by that point, too heavily invested in said proprietary format to be able to easily switch devices to avoid the marketing.
Note that I don't see it as likely to happen, and am definitely not saying it will, just that for me personally that's my main motivation for looking at other eReaders.
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