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Amazon have control over a vast portion of the ebook market (and an ever growing portion of readership across the board).
They're about to release an eBook reader that comes with 4gb Memory, an improved screen, wi-fi and 3g all tied into an internationally branded store that is easy to navigate and for the vast majority of people one of the mainstays of their book-buying experience. They've done all this for £109 (£149 with 3G)
Doesn't matter that I like ePub, that I think it's a far superior format, that I'd rather have open than closed systems (and Sony, Kobo, B&N are all closed by the by). Amazon have done enough to own the ebook market and within six months you'll see Amazon become the standard across Europe and not long after the rest of the world (mainly because people are lazy and Amazon is just the easiest option across the board. Also, no business will be stupid enough to ignore the market that Amazon provides them).
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Well I hope you are wrong, because if that's the case i will buy an ipad. A lot more money, but more use to me than a Kindle. If Sony change format, or pull out of the market I will have to pay Apples prices as at least they support epub