Luck of the LED BIN. My PW3 in person looks much more blueish/gray than Kobo HD, which looks whiter, (and sets contrast off a little better.) But the differences are very small, and which looks better depends on lighting.
When you don't embed modified fonts in the Book to make them look identical, Kobo HD is a potentially much better text rendering (TypeGenius.) That's probably no benefit for those who like to read with Caecilia.
Kindle PW3 has better just about everything else.
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