Well..it arrived..
On first impression, the packaging was cute. I liked the pull tab "Once upon a time.." It gave the packaging a special feel to it. While the Sony readers felt like you were getting an expensive gadget, the Kindle had a completely different feel to it. Almost as if Amazon wasn't afraid to take itself too seriously. It was a bit more - playful.
I'll give the + to Amazon.
On the hardware side, I had trouble getting a decent grip on the K2 sans cover. The plastic was shiny and felt a little slippery. At first I thought the screen was tiny, because of the extra white space and keyboard around it. But, after comparing it to my Sonies, the screens are exactly the same. =)
The firmware - I'm not sure about. Does the Kindle have the same Epson controller that the PRS-700 uses? It seems slower, almost on the same pace as my 505. It's charging now, so I will investigate further later