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I think Amazon has been outflanked once again (just like B&N did with the Nook).
What is holding back the e-book industry are tools like this to easily create books. It's kind of crazy that the only thing even close to that is Sigil, which was developed by a guy in college in his spare time.
And Scrivener is not inexpensive (for a lot of people), nor is it something like this - it's intended as a novel writing software, not to produce ebooks. Lots of things export to epub - but that doesn't make them book creation tools...
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