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I will agree with AnemicaOak, Meeera, and jscarbo on the reliability issue. I have a K1 that works just fine. I upgraded to a DXG because I wanted the larger screen. A year later I got a K3 for travel. Recently I added the PW2 because I like the light and found that I got distracted reading on my iPad. My earlier devices work just fine. I choose to upgrade for different reasons.
I know that there are original Nook's, Kobo's, and Sony's that are functioning just fine. So I wouldn't worry about reliability.
Customer service is a different story. I have heard mixed reviews regarding Kobo, BN, and Sony. SOme folks have had good experiences, many folks have had ok experiences, some folks have had bad experiences. Amazon sutomers tend to have good experiences although there have been folks that had pretty awful experiences.
As for format, if you do not want to use Calibre then go with a Kobo. The Kobo store offers a fair number of coupons which can sometimes be used on books by the big publishers but for the most part are limited to indie and small presses. ADE EPub books are easily loaded and read on the Kobo. I have no idea if the firmware and screen issues are a huge problem but I do know that customer support responses have been pretty much ok to horrible.
The Nook is a good device but if you want to buy from multple stores it is not for you. The memory is partitioned so that most of the storage space is for BN books with a very limited amount of room for books from other stores. Since there is no longer an SD card slot, this is problematic for folks who like to buy from many stores.
I love my Kindle but if you are not interested in using Calibre for converting then it is not for you. If you are, the Kindle is a great device with great support. I understand that there are plenty of folks out there who don't want to worry about conversion. It is a personal decision.
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