I guess the preference of Kobo or Kindle software might depend on what features people consider important.
I started with Kindles but when I got my first Kobo (the original six inch Aura) I felt like I'd come home. Everything just felt right to me, as though it had been designed by readers instead of engineers. Right now the H2O2 is my favorite ereader but I still wish they'd continued the original Aura line instead of downgrading it and putting all the improvements into larger models.
Looking at the two brands it does seem like the PW is probably the best value in its price range.
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