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I went with Kobo for greater customisation of the UI and the ability to actually own the books I purchase -- no jailbreaks necessary. All of my books are EPUB and not some proprietary Amazon format that may be unreadable decades from now, so I feel fairly confident that I'll have access to my books for the rest of my life.
As for notetaking, I export my highlights to my computer periodically, and I take notes on my computer as well, so I'm not tied to Kobo specifically if the company ends up going out of business down the road. I can move all my books to a different company's device in the future if I really need to, and in the meantime, I get to support a company that I believe has better business practices than Amazon does.
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