I know you can have both, but because Amazon is insisting on using its own ebook format, which is really just a bunch of proprietary extensions to oebps, content produces are going to have to produce and maintain content in yet another format, and guys like me that are power users are going to have to write a whole new set of converters (and no mobigen doesn't cut it). I wouldn't have minded if they had kept using their proprietary DRM crap, but added support for simple zipped up HTML or even epub. Since they already have support for HTML how hard could it have been to add support for zipped up HTML that contains images and an OPF file.
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