The poll was far too limiting for me to vote as well. Like Xanthe's reply, I have many features I need, and a lot I don't care about. But there's not just one item that's the main priority for me.
Good design and size/weight is a must. Touch screen is a must for me; a few physical buttons are nice, but not necessary. Wide selection of fonts, font sizes, and a way to darken the text. Epub format. Good battery life is a must, but I think every e-ink screen reader will do fine there. My preference is a 5" reader for portability. Ability to see the time while reading (PRS+ has definitely spoiled me). At this point for me to purchase a new reader, front lighting would be a necessity.
Things I don't care about at all but if they're included, wouldn't necessarily be a deal breaker: SD card, audio, wifi (wifi being one that might be a deal breaker, I really don't want the battery drain or the "tracking" that goes along with accessing the internet, and yes, I know you can turn it off in most instances).
Price is always a consideration, but I'd be willing to pay more for a reader that does everything I want and does it well.
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