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I just can't understand Amazon's refusal to support Epub. I suppose it's simply trying to tie their customers to buying ebooks through them. In the long run, I'm convinced that you're going to get a wider choice by opting for epub. It's the only genuinely open source format, and just about every ereader except the Kindle supports it. And even now, if you can get a book through Amazon for their format, you can probably get it somewhere else in epub format.
It wouldn't surprise me to see that Amazon start supporting epub in a not too distant future, and if they do, there'll be an instant demand for a firmware upgrade from all Kindle owners to be able to use epubs.
I think the success of the Kindle is a result of a) it's relatively cheap but nonetheless good quality, b) it comes from a company with a very high profile in the book world and c) it was one of the first ebook readers from a large company. Sony may have been there earlier, I don't know, but Amazon was very early out.
But I don't think the Kindle can maintain its lead in the long run without embracing epub.
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