Kobo fights Amazon with the one thing it has that the giant doesn't: friends
The Aura HD is a great bit of hardware, but that's not where the battle of ereaders is being fought.
Kobo is in town for the London Book Fair, and used the opportunity to launch its new ereader. The tech itself is fancy: described by the company as being designed from the ground up for "passionate" readers, it's got an ultra-high resolution screen (slightly sharper than an iPad 4's, though at that stage, who's counting?), sharp industrial design, and a speedy processor that makes it feel faster than any e-ink reader I've used.