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Wooow...
I've read Mike's blog, but I honestly think that he has missed the point. ePub is a standard. There is a technical spec, body that maintains it, the works. Everybody (and their mother) can write its own app for reading, the book format is defined by that spec (not by the whims of Amazon, pids and God knows what else in the future), everybody can hand-edit ePubs if they are up to the task and are willing.
DRM-free ePubs work on any ePub reader, be it Sony, B&N, iBooks@iPad or any of the number of smaller competitors. No conversion, they just work. DRM-free ePub is universal.
Since I don't give a damn about DRM infested material that can not be stripped immediately(except for library loans), I really don't see why would I struggle with the proprietary device or format like the Kindle, no matter how inexpensive, sophisticated or well it is done. It is a hassle, I simply can't be bothered to convert those books from proprietary to standard format.
We live in technically adept society, I believe that quite a few posts here underestimate the tech level of the average customer today. Joe Sixpack has used computers for a long time, even when it was only to play video games.
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