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Name recognition goes a long way. I would argue that, in the US, it goes much further than "perceived quality". I believe it can be safely stated that the general public in the US isn't even aware of Kobo, let alone the reputation it has evolved in the e-reader community. If the average US citizen is aware of e-readers at all, it's likely that they're only aware of Kindle. It's almost become a generic term, similar to how most people call facial tissues Kleenex.
In Canada, it's a bit of a different story. Kobo was created here, and is still based here. There are Kobo displays in brick and mortar stores (mainly Chapters and Best Buys). Kobo has name recognition in Canada. Now, I don't know if Kobo's reputation has filtered out to the general populace, but at least some of them know what Kobo is.
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