I'm sure that when the readers first came out it was intended that they could accept all book formats, ... epub was introduced as a universal standard.
The introduction of Amazon, and now Apple, into the ring has changed the ebook environment from what it (may) have originally been intended.
Why should a store need its own app for multiple devices when the devices themselves were never originally designed that way.
The answers, as always, involve money .... and not, it would seem, for authors.
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