I really don't understand why people buy Kindle. I bought Kobo reader in 2015. It still works perfectly and receives software updates. Transferring books or PDFs is as easy as plugging the device into my computer.
I believe it is suitable for power users that want more control on their reader (gestures, shortcuts, navigation, override text presentation...). I prefer to organize the ebooks in a hierarchy of directories while ignoring completely the categories, and this is the way KOReader works.
A few years ago I bought a Likebook Mars (an e-ink tablet) and sent it back a few days later, because the Android-based reader software (Kindle reading app and others) was awful compared to the Kindle itself, and even the iOS version of the Kindle software.
Kobo doesn't have the Kindle Unlimited books that I like reading.