A Kobo is an own shopping centre. When you use a Kobo, you'll get asked to turn on Wifi, you'll get asked to add stuff to your whishlist, why don't you visit the shop? and so fourth.
You have to register your Kobo with an email address. The Kobo firmware tracks what you're reading, and for how long.
The Sony firmware has nothing like this. You can remove the shop from the Home screen and simply use the Reader for reading. This is something people will remember when they want to buy a new Reader and this is more important than 5 LED lamps imho.
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