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Kindle owners tend to be like Apple fanboys. They're only pleased with their devices because they don't realize that there's something better out there, don't wish to know, and Amazon is making sure they never do. IE, blissful ignorance.
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Gee and here I thought that I was buying a great e-reader from a company whose bookstore sells all the books that I want. I mean, how silly of me to think that I was buying the device that best suits my needs and has amazing customer service. Now I know exactly how ignorant I am and yet I still don't want to pay Sony's inflated prices or B&N battery sucking LCD screen. I don't want a device that is not tied to a bookstore, I like the archive feature thankyouverymuch. I guess I'll keep using my Kindle.
Given that the Kindle is one of the rare international e-readers and that it is growing in popularity outside of the US, I think you will see many of the folks publishing books in EPub start publishing books in EPub and Mobi. Why? Because they like making money and they will make more money if their books can be read on Kindles.