I have owned a Bookeen Cybook Gen 3 reader for over a year, and I dearly love the thing for reading fiction. It, too, likes the Mobi format; my favorite suite of tools is MobiPerl, available at: https://dev.mobileread.com/trac/mobiperl/wiki
The Cybook, though, has a PDF reader -- but awkwardly, given that the screen dimensions aren't friendly for full-size Letter/A4 pages. http://www.bookeen.com has full info.
A few publishers (Pragmatic Programmers) have released technical books in Mobi format as well as PDF and other formats. One advantage of Kindle, at least for fiction, is that new titles are often cheaper for it. Some publishers have the sad notion that new e-book releases should bear hardcover prices; most Kindle titles are under $10. The Mobileread forums are full of e-reader information, for those interested in current devices/software.