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When I went looking for a case for my Kobo, I started at Borders and Kobobooks and ended up at...Amazon. When I went looking for a book by John D. MacDonald, I found none anywhere...except one at Amazon.
I hate the proprietary format and honestly don't see a need for it. If Amazon sold ePub as well, they would basically own the ebook market. So, B&N or Sony or Kobo would make an initial sale of their reader, but most people would end up back at Amazon for the ebooks. They just do it better.
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