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The reason Amazon won't support ePub is that they have no interest in (and derive no benefit from) people reading other vendors' e-books on Kindles. The Kindle is about selling Amazon e-books. Amazon would rather sell more e-books than more Kindles, if they have to choose between the two. If the other readers start outnumbering Kindles in the marketplace (which I don't think will happen anytime soon), then Amazon will probably sell ePub e-books. They'll be happy to have other vendors' devices accept Kindle e-books, but they're not going to put themselves in the position of Amazon helping other companies sell their own e-books.
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