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With the Cybook, I memorized which button was for what, so I didn't really have to look at them after a bit. But now when I read on it (which isn't that often anymore--I just use the EZReader most of the time) I forget which is which and keep hitting the "delete" button, which now actually works!
I think this is a rebranded Netronix, myself, but it's very nicely done, with more of an eye to aesthetics than some of the smaller companies can afford, I think.
Since Kobo has its own apps and reading software, no doubt they were able to do the necessary programming to create their own firmware.
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