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Other. I've been a happy Mac user for two decades, and am unlikely to switch, so I'm pretty loyal to Apple -- but even so, I happily buy from other vendors when the alternatives are better.
For my Sony Readers, I'm not especially loyal to Sony. I tend to shop on a combination of features (especially physical ergonomics!), perceived quality, price, and corporate reputation. I'm less likely to purchase from a little-known brand, unless the item is of no particular consequence or the features/price/quality are significantly better than the big(ger) brand alternative.
In terms of Readers, that means that my wife and I are currently looking through lots of alternatives as possible replacements for her prs-500. And I'm waiting to see a prs-600, a Nook, and a iRex DRG-800 in person to see what I think of them -- I'm not happy with the display quality on my prs-700.
Xenophon
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