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The main reason - storage space (I live in a small apartment). Price and availability were also big factors.
As for device, Amazon was pretty much the only major seller back then who sold e-books to me in Estonia. So it was a Kindle. I saw no reason to change devices later either (Kobo readers are nice, but they don't have page-turn buttons and that is a dealbreaker for me). Conversion is easy and I use Calibre for managing my library anyway. So the format doesn't matter to me.
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