I'm going onto my 3rd Kindle, so that will be four of them in this house. My dad uses my old Kindle Fire, my brother has the HD, and I have the Keyboard and finally moving to a Paperwhite 2.
I have seen the B&N Nooks, but they don't appeal to me, they're too clunky and I never liked the "nook" on the side of them. Plus, there seemed like there were at least 10 models by the time the K3 came out and it was overwhelming.
The Kobos are pretty nice until you see the back of them and the ugly buttons. They look like tech from 10+ years ago.
Plus, everyone seems to have issues with them in general.
And I don't like Sony in general.