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It is interesting to me, for as an example the text book deal. I can also see some interest in general reference books and magazines. For a book book, you know, the kind of thing I spend 90% of my time reading (well, when I am not reading the "interwebz") I think it is a terrible, horrible thing.
To me ePub2, with CONSISTENT treament of the style sheets and markup is just fine. Sadly not all readers display ePub2 the same way, whic irks the hell out of me. Some basic style guides and formating as well as (mention) table of content links is exactly what I want in my electronic books and nothing more.
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