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I guess it confuses me that Amazon primarily is a book seller, but they choose a format incompatible with every other device out there (other than multi-purpose tablets and smartphones with the Kindle app). If they are subsidizing their Kindle hardware, it makes sense to me to sell content that can be viewable on other e-ink readers, especially since epub is basically the de facto standard in every other market other than the U.S. But I guess they estimate (and I'm sure their guess is better than mine) that they actually do better by having their own format, closing out other hardware, and keeping consumers from buying books from other sellers.
But because my library is wholly epub, I stay away from Kindle, and am locked out from buying Amazon books (unless I de-drm).
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