There are few companies I can say I truly am a fan of; Kobo is one of them. After starting with Amazon, then going to B&N, now am stuck on Kobo. They are offer great, unique products (my Mini goes EVERYWHERE with me and I pull it out whenever I'm in a line somewhere), my Aura HD is a pleasure to read from at home. The couple of times Ive needed support they've been there for me.
And, the bonus is to know I'm supporting a non-Amazon company. (Along with many other reasons) I try to avoid Amazon because it always seems like they're trying to push stuff to sell you; I don't get that "sales pitch" feeling from Kobo as much.
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