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I don't believe that Amazon or any of the major ebook stores insist on DRM, that's up to the publisher (and author). The fundamental issue for a new "reading containers" is being able to easily buy and access the books you buy. It's pretty tough to get easier than Amazon or Apple for buying and loading books right now. I normally use Marvin to read, but to use Marvin, I have to download the book onto my computer, strip out the DRM, convert it to epub and then download it to my reading device (iPad for me). That is a lot more effort than the see book, read book that one has from the Kindle or iBook.
Frankly, the issue with ebooks isn't the proprietary systems, it's the percentage of people who actually like to read.
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