If Kobo wasn't Kobo, and their reputation didn't precede them, I might have at least tried an H2O. But Kobo has a bad habit of screwing up the FW when they make updates. And they have a terrible CS in the USA. And they won't sell the darn things in B&M stores here in the USA. But all in all, I think I would miss the Amazon ecosystem. One thing Amazon does well is the syncing between multiple devices on multiple platforms. Kobo might do that too, but in the past when I tried a Kobo Touch their apps were terrible and their FW was terrible and their CS was non-existent. I had bought the Touch at Borders, and Borders announced a few days later they were closing. Since there were so MANY FW issues with the Touch, I rushed back to the local Borders and returned mine before they closed for good. I heard horror stories from others who had trouble getting theirs returned when they went through Kobo. For me, it takes more than a good product. That product has to be well supported by the company and their CS and by a great ecosystem that is conducive to reading on multiple devices and platforms.