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When people notice DRM/formats issues is when they own say a Kindle and see Kobo's big sale on The Hunger Games Trilogy and realize they cannot buy from Kobo because of the DRM and format incompatibility. It can bite people sooner and more often then we think. all it takes is an eBook shop selling something for less then Amazon or they see eBooks sold by Amazon that are not available at other shops in ePub. There's only one perfect solution. ePub with no DRM. Then the customers can shop where they want without having to worry about DRM & format. It's then all about price.
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I have a sneaking suspision that Amazon will match all offers by other bookstores. We know that they have an alogrithm that searches the web for prices and lowers books from Independent Authors to match the lowest price that was available. Do you really think Amazon is going to let Kobo sell a book for less than Amazon?
I don't think so.