I was in the same boat last year. Couldn't decide which one to buy and couldn't get my hands on a reader in real life. I finally decided to buy a Sony 600 (not because of the touch but because of the card slots it has).
I went for Sony in the end because it's a company with which I had only good experiences so far. I didn't want the Kindle as I hate being locked onto a store. And the price was in a range that I felt I could handle if this purchase would turn out a dud.
I order the Sony from the US using a mailforwarder - at the time it cost me about $330 including fee for forwarder & postage.
I have not regretted the purchase once. I love the reader and the freedom it gives me. Sure, there are readers out there that are better, but the Sony does for me what I want from it. That won't prevent me from buying another one , but atm it's enough.
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