Which should I get: Kindle or Nook?

I find both of these options really appealing. I love the touch screen interface of the new Nook, and the NookStudy I think will be handy when I go to college. I really enjoy Barnes and Noble's website and atmosphere. However, Kindle is more mainstream and has more options... and I know the next version will likely be better than the new Nook. So I'm debating whether or not I should buy into Amazon and upgrade later, or get the best option there is now. I want one now either way. I'd just like some opinions to help make up my mind. Thanks!