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I find it interesting that the Kindle still doesn't support ePub, at least until I think about the money. Right now, the lack of ePub support is not costing Amazon anything. Most end users are not technically savvy people who care much about the file formats. They only want to be able to easily buy books for their Kindles which means buying from Amazon.
ePub support is more of an issue for us crazy adventurers who want to get our books from a great variety of sources, and of course those of us without Kindles. If/when other readers start to take significant market share away from the Kindle, then maybe we'll see some change at Amazon. Ultimately, Amazon wants to sell books. Do they even make a profit from the Kindle hardware?
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