I'm excited about this new Aura reader but I'm waiting to buy one on a local bookstore. Here in the US Kobo is the wholesaler for ebooks you buy through small local bookstores. The little independent places support readers in ways the giants do not. While no doubt they make money by selling through bookstores I still think it is an important thing Kobo does.
If you live in the US you can find member bookstores here:
http://www.indiebound.org/indie-store-finder
There is a link to Indiebound in the UK here:
http://www.indiebound.org.uk/