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Most if not all ereaders sold by companies that also sell eBooks are going to be primarily set up to be portals to that companies eBooks store.
Amazon, Kobo, Barnes and Noble, all operate the same way.
I'll agree the cost of an ereader isn't cheap, but they are typically sold at or near to cost, the goal being that you'll spend money on eBooks sold through the device.
I also expect that having someone a little more tech savvy with you would help in terms of side loading eBooks. I've no doubt you read the manual and understood it. But the manual is really only going to tell you how to use the device Kobo wants you to.
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