OUCH! Personally, I have owned Nooks and don't really care for Kindles. I have owned 3 models and (so far) no problems with them. But then I haven't dropped mine on concrete pavement (but that will kill almost any device). I have found the durability to be very good. I don't like the new power connector that B&N came out with on their Nook HD line. At least with the old one you COULD get it to charge, even if slowly with a regular USB cable. Now though, forget it. That is my only gripe.
I think one of the biggest mistakes B&N made was taking SO LONG to get international. That and they dropped support for the Nook Classic as soon as a newer model came out. The same goes for Nook Color or Nook Tablet. Still nice machines, but no longer supported (although still work great).
One reason I decided to go with Nook long ago instead of anything else is because they can be side loaded and used without B&N. If they go down, I can still use my devices without any issues (other than wireless downloading of books but I can sideload them). They can read epub which kindle does not.
While it is true that they reserve some space for B&N content (books etc), it is MUCH smaller than it use to be. For the nook tablet it use to be 1gig personal storage even if you got a 16 gig device. Later on they changed that and you could bring in your device to have it repartitioned (and all data wiped). I think then it was 2gig B&N content or something like that after repartitioning. But regardless all you have to do is plug in a SD micro card and you have as much storage as you want. Not somethin kindels can do. Heck even Google's Nexus 7 doesn't have a micro SD card slot (which has always surprised me, and the reason I decided on a B&N tablet instead of a Nexus 7).
Also B&N's tablets are fairly easy to hack and make a full andriod tablet if you want. And if you don't want to void your warranty, just get a external card loaded and read. Plug it in and you are good to go.
I hope B&N can turn this around, I would hate to see them go under. Last large bookseller in US, with the exception of Amazon.
BTW-I agree about the commercial. That was terrible, I can't imagine what they were thinking.