Since I already own an Aura HD and my last Kindle was/is a KK, I suppose I'm due for the Voyage next. Besides which, it looks as though autumn cleaning -- mine or someone else's -- might have unintentionally removed my KK for good, which also means my Amazon content needs a home.
Still, the waterproof aspect of the H2O, as well as its other improvements on the AHD, make that device more tempting to me personally than the Voyage.
Leave out detractors' diatribes against Amazon's supposed evil -- leave out the bogus battle of marketing styles disguised as ideologies -- and what I'm left with is a practical/aesthetic difference in UIs that still leaves me partial to the H2O.
Kobo's UI seems to me to be less intrusive, though it's also far more glitchy than Amazon's. Amazon's customer service is absolutely better than Kobo's -- virtually anyone else's is -- but the Kobo Store's coupon codes do make up for a lot of inconvenience.
The difference between UIs isn't massive, but I do find it irritating when Amazon flashes ads and/or books I despise, and when it guides me through content like a patriarchal hand gloving the tiny hand of an infant. You want to draw back and say, "Look, I know what I'm doing."
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In the past, I could justify buying Amazon and ePub readers because the magazine I edit was published in both formats (as well as on glossy paper). These years, we publish web, pdf and perfect-bound paper editions, which means I'd be buying a Voyage for purely hedonistic reasons.
If Sony were still in the game and had embraced 300 ppi front-lit e-ink, I'd probably have chosen their e-reader over the H2O and Voyage.
Pity that the choice is now winnowed to two, but spiffy that both the Kobo and the Kindle are so tempting.