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I would be more than happy if Amazon starts supporting epub format, but what's the point? When buying an e-reader people should focus on book's availability, not just the format. Regular, casual users, which are the majority, don't care about CSS support, re-flowing, etc. As long as you can find your book and read it, that's more than enough. Amazon sales and numbers prove that.
Actually, even if epub is the de-facto standard right now I would be afraid of moving to Nook again or keep any of those devices. That company is struggling to stay alive and avoid bankruptcy. If that happens, where are you going to buy your epub books for your Sony or Kobo, Borders? Then situation can flip, and people will have no other choice than look forward and move to Kindle.
It is not about the format, it is about the user and what they like to read.
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