[Dark123]

There is a reason why ePub is better.
I like ePub.
1. I can edit the HTML file anyway I like and then use Calibre to make the ePub which shows exactly as how the HTML was. I use some CSS on the Heading and the text.
2. If I break my current eBook Reader, I can move onto another one and it will show the same.
3. If later one I decide to myself, I do not want my headers centred, I just edit the stylesheet and they are all right aligned.
4. I can make the entire size of the text anything I want it to be.
All these ePubs will work the same on all ePub devices, because they all run ADE.
5. ePub is an open standard, which means, I can write a book, make it into an ePub for free to sell.

I like ePubs because, it gives me a lot of flexibility as I have seen some very badly formatted books, where the heading is small or the text is stuck together etc.
With the Amazon format, I cannot even open the damn book without the Amazon Kindle software.

Even with all I have said. I think Kindle will win the fight with their format. Only because, you buy the kindle (They're selling the Wi-Fi only version for only £109, which makes it the cheapest) from a trusted website. You buy the Kindle use Wi-Fi at home and you can buy any book and have it in few minutes.