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"Why would Amazon even want to enable reading of competitor ebooks?. They want a monopoly and, if anything, would probably want to make it even less possible to read calibre converted epub ebooks or run apps to read them.
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Well as despite what some would think of amazons motives, the fact remains that under that"consumeresque "custom interface resides a 7 inch tablet running android 2.3"ginger bread"
We have the option of staying with Amazons intended gateway to their Ecosystem and user experience/interface
we can sideload and change the appearance for a more "traditional" android user interface
and we can go full on android and root the device leaving amazon behind altogether.
I happy with my $200 USD KF purchase considering we could have been in the same situation as the blackerry playbook buyers who are forced to own a blackberry phone just to "sync" new data and I read the next iteration playbook will prevent sideloading all together.