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We get it, you don't like Amazon. But pretending that the epub eReader companies don't lock in users is disingenuous. Removing DRM isn't trivial and is beyond the scope of what most people purchasing books want to mess with. If you are able to strip DRM, then converting formats is not a big deal.
Since an average user is going to be locked in, Amazon's ecosystem is the best choice, especially in the US where you get extra perks like special offers, lending ebooks, and library borrowing. Navigating the various sites selling epubs with different DRM schemes is beyond the average user, they are likely to end up purchasing books they can't even read on their device.
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