Well I already own a nook ST, so I would need to go back in time and not purchase that in order to answer this question.
From my perspective most e-readers are pretty much the same; nook does some things better than Kindle; Kindle does some things better than nook. The new Kobo and Sony e-readers have their pros & cons as well.
So how did I make my choice?
I have a Barnes & Noble credit card; and through their rewards program I receive a $25.00 gift card every couple of months. Prior to my Barnes & Noble card I did have an Amazon card but was treated poorly by Chase Bank representatives when attempting to resolve an issue with my account, so I closed my account. Had that never happened I'd probably be waiting for my Kindle Touch to arrive as I type these words.
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