I have the Kobo Glo and the PW2, and I much prefer the Glo over the PW for several reasons, but my reasons may not apply to your friend's choices.
Will your friend be buying a lot of books through the reader? Many of us don't so which store a reader is tied to doesn't matter at all, it's strictly a hardware/software choice for us then. If having easy access to a store matters more than easy library use, then the Kindle might be the better option.
I buy all my books through my PC only so I can keep them all stored in one location and never purchase books through any reader. I use Calibre to send all my books to my devices after removing DRM (Google "Apprentice Alf" about that, we can't get into any specifics about how to remove DRM). So I can convert books purchased anywhere to a format my readers require (Amazon mobi/azw/azw3 to epub or vice verse).
I can borrow books from the library on the Glo, although some libraries are now also offering Kindle format books as well. Again, depends on your friend's library.
Other reasons I prefer the Glo is that it's much more customizable without having to root it (and if you have newest firmware on the PW2, you won't be able to root it yet, but it may be possible in the future). The Kindle's line spacing is too large for my taste and no way to reduce it, whereas the Glo has easily applied patches that will let you change that. The Glo has font weight adjustments that make the text appear darker and thicker; the PW does not, so even though it's said to have the superior screen, my text on my Glo has much better contrast than on the PW. The Glo uses infrared touch, while the PW uses capacitive (again might not matter at all to your friend like it does to me).
I have no experience at all with the Tolino Shine other than reviews I've read around saying what you've heard... slow, clunky, but the price seems right.
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