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Give it a few years as soon as ebooks become the main way to read books Amazon will more than likely be forced to use epub. As more ereaders are released and are successful (most using ebup or Adobe DRM ) Amazon will feel the pinch and be forced to give in. Unlike the ipod where you can load your CD's on to the device via your computer. If you want a book you have in ebook format you have to rebuy it. I don't see many people rebuying books for the Kindel then if they choose to switch over to the Nook buying the books again. For now it's not a major problem but later as ebooks become the norm it may well be a big pain in the butt that will help people chose what ereader to buy.
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