Kobo's are like a stone's throw in price from Kindles. Depending on features/market they can be cheaper and they don't even sell lockscreen ads. The only cheaper Kindle is the awful 800x600 screen one which should have been put to bed years ago. They also have a huge library open to non-US people with non-US credit cards. Kobos are considerably better at formatting text with far more options and are even easier to tweak. I literally could not find a font size I liked when I had a Kindle because the smallest was too small and every other one too big.

And Kindle STILL does not support ePub. All Amazon has done is started letting people email epubs to their Kindle and their backend will convert it to an Amazon format. This has conversion warts, means you lose cover support too. You still can't copy an ePub over USB.