I can't limit myself to a single choice. I bought a Kindle Touch because I already had Kindle books and the ecosystem was very convenient, and the size, weight, and battery life were all good enough.
Size and weight are important to me. I don't want an e-reader that is as large and heavy as a hardcover book. Battery life is also important. Design features... depends on which features you pick. I rarely use my Kindle Touch's web browser, nor its text-to-speech capability but I like having them around just in case. I have never used my e-reader as an mp3 player. I do use the 3G connection frequently to sync books and shop.
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