I'm going to go out on a limb and do some guessing here. I think the website is half baked at the moment.
I looked at how Google Play is telling folks what format their books are and noticed that rather than saying PDF or ePUB, they are now listed as reflowable or scanned. My sense is that what the Play store is doing is a look at the future--a future that includes reflowable PDF and fixed format ePUBs.
I think that the days when a label ePUB or PDF is enough to tell us how a book will work on a device is coming to an end. Kobo should tell us something though, not just leave us in the dark.
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