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It's the walled garden: Amazon wants to give you the convenience of the hardware, software, and content all working seemlessly together. Well, Amazon would call that convenience, others would call it "locking you in." (Apple has the same strategy and wants you inside THEIR walled garden.) According to Amazon's party line, they can offer more features by controlling their own ebook format. And I do think they have actually done this. Kindle format has page numbers that correspond to the print edition of the book. Kindle format can sync audiobook progress to ebook progress. Kindle format has X-Ray.
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