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Increasing the number of people able to buy books from amazon, and thus, sell more book. Sell more kindles in countries where publishers uses others formats.
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Let's see ... there are supposed to be 2-3 million Kindle devices out there, about 5 million iPads, a gazillion of iPhones, iPods Touch and Blackberrys. All those are capable of reading Kindle eBooks.
eInk/ePub reading devices sum up to a total of about 1.5-2 millions worldwide, most of them Sony.
Which market would you care about? And still keep control?
And Jeff Bezos seemingly likes Adobe's approach just as much as Steve Jobs. Both seem to live very well without the input of Adobe's products. PDF is an ISO standard by now, so that doesn't count.