The Kobo is the Borders brand e-reader. It's got a very simplified design and a pretty wide format compatibility going for it, but... not a lot else, tbh.

I have a hunch the design was intended to appeal to the less tech-savvy, which is fine. It wouldn't be my e-reader of choice, but there's a definite demographic it seems to be doing well with. Out of all the readers I've seen, the Sony readers look the most attractive to me.