Which One?

Few people in my Facebook list are planning of buying themselves an e-book but they don't know which one to get. They are confused as to which brand or or model should they get, they are comparing these two right now, the kobo vs kindle. There are suggestions that they should go for kindle but they will never know which is best unless they start using the product. The best they they can do is read the reviews of both products and see which one get the most stars and good reviews from previous customers.