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Also, if features added into new devices (ie two tap control of brightness) were routinely added to old devices, why would one buy the newer device?
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As to why people upgrade their device: because of HARDWARE improvements. Holding back SOFTWARE improvements to force new hardware purchases is petty and counterproductive -- since, given that the competition DOESN'T do that, the next hardware purchase might be one of THEIRS, not yours. (And it's particularly mean-spirited if you advertise a device as having updateable firmware -- and then you only use those updates to force new ads or other ways to sell thing onto the device.)
Why upgrade from an original Kobo to a Kobo Wi-Fi? Wi-Fi connectivity.
Why upgrade from a Wi-Fi to a Touch? Touch screen.
Why upgrade from a Touch to a Glo? Front-lit screen.
Why upgrade from a Glo to an Aura? Flat bezel, smaller unit.
Why upgrade from an Aura to an Aura HD? Larger screen, higher resolution, more memory.
Kobo is doing fine at offering hardware incentives to upgrade; they don't need to do it by holding back software features that the existing hardware is clearly capable of.
(Yes, I know the Kobo Aura HD predates the Kobo Aura, but still ...)