Earlier this week we had both the Kindle and Nook lower their prices in what looks to be the beginning of some intense e-reader wars. How do we know? Well, Barnes and Noble’s Kobo, which retails for $149, now comes with a $20 gift card for use in Borders e-book store, as well as Double Borders Points for any purchase in their stores. Not a price cut, you may say — well, you need to buy e-books for the darn thing, don’t you?

They also launched a free Kobo app that lets you read your purchased e-books on an iPhone. All these e-readers use the same screen, just FYI. So its really the software and book selection (and the ever diminishing prices) that should be your decision maker.