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epub is important from a hobbyist perspective. I for one would always choose a reader that natively supports epub over one that doesn't. As for commercial formats, SONY already supports LRF, which is the technically superior format. And thanks to the efforts of the community, it's as easy if not easier to generate content in LRF format as any other format. As a result, in the ebook arena, SONY posses the technically superior, open format, unlike the historical Betamax, etc cases.
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