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When I bought my Kindle 1 used last spring my deciding factors were:
1. Selection of books and better prices in the Kindle store vs. sony store (didn't know about other stores, nor really care).
2. Wireless shopping/book downloads.
I only looked at the Sony and Kindle--Nook wasn't around yet and I wasn't interested in a no-name brand with no e-book store attached as convenience was my top concern, and I didn't (and still don't) care much about DRM since I don't re-read novels.
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