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I bought my first Kobo ever as recently as half a year ago. Until then I had only Kindles. The reason for that was the lack of page turn buttons on Kobos. The Forma was the first Kobo to have them, but I was not really tempted by it. I liked the Libra more when it came out.
I haven't actually "jumped ship", so to speak, as I use both my Kindles and my Kobo, and occasionally my Nook. All of them have their pros and cons. My ebook library has resided in Calibre since I bought my first Kindle, so format shifting has never been a problem for me.
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