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Display options aren't everything. PocketBook, the old Tolino, the now defunct Bookeen, and countless other brands on the market offer the classic options (three margins, three line spacing options, and a very limited range of font sizes). Kobo's original software doesn't have many options for customisation either (which is why there are countless patches), and let's not forget that most people use the original software. KOReader has endless customisation options compared to any of them, yet it remains a minority and residual reading programme among e-reader users.
Kindle offers the basics, but with perfect execution. Affordable e-readers with an excellent screen and battery life, and an ecosystem that, as you say, is unrivalled among the competition (one has to seriously wonder what the other brands have done, or rather, what they haven't done, to give Amazon such a privileged position).
It's not that I'm happy with Kindle (I'm also happy with other brands), it's that, beyond my personal preferences, I think Kindle has succeeded in offering what most e-reader users need. And I consider that a success.
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