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I chose "More open and customizable", but like many of the other options I am not certain just how true that is because I have never owned a Kindle, and never purchased from Amazon.
My strongest reason would probably be something like: I like competition and the best way to foster that is to make sure smaller (but still worthy) competitors get supported.
The fact that Kobo (in my experience) make excellent hardware, have a large selection of books, and do price matching, all adds up to making them a company I have been very happy to deal with. It makes my "supporting the competition" choice very easy to live with.
Yes, I do have concerns about Amazon as a company, so maybe I should have ticked that last option too, but I'm not really that familiar with their policies.
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