That doesn't always hold, if you want color e-ink then Kobo is currently the cheaper option.
Kindle Colorsoft (7" 16GB) - $250
Kindle Colorsoft (7" 32GB) - $280
Kobo Clara Color (6" 16GB) - $160
Kobo Libra Color (7" 32GB) - $230
The Libra also supports a stylus (sold separately) while the Colorsoft doesn't, that's reserved for the much bigger and pricier Kindle Scribe.
How is situation with latency on these readers?
I’ve just acquired the latest gen Kindle and I’m absolutely blown away by how fast it is.