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I just don't see the advantage for Amazon in supporting ePub. First they'd have to update the software, and test the heck out of it. I'm sure that's not trivial or cheap.
Also, what would Amazon gain? They already support non-DRM ePub through conversion, and it works really well as far as I can see. To support DRM ePub would mean at the very least paying Adobe to use ADE, and giving up some control over the Kindle. I just don't see that happening. Adding several other DRM schemes so customers could shop at other stores would be both a support nightmare and self-defeating.
I would like to see them add support for Overdrive's DRM. That would at least allow mobi files and PDFs to be borrowed from the library without any hassle. But, I just don't see ePub coming to the Kindle, though I wouldn't mind being wrong.
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