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You can load and read non-Kobo epubs on their Apple app. Seems pretty open to me.
And I haven't tried it myself, but I think I've read that others have used the Kobo Touch's web browser to visit and buy from non-Kobo ebook sites. I know I can sideload non-Kobo books via the browser if I set up Calibre on my desktop to act as a server. Of course, as we all know, e-ink web browsers don't deliver the best shopping experience, but it can be done.
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