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It's fun the accuse Amazon of trying to build device lock in with file format. But the real problem with Epub is the complete lack of real standardization.
There is no way Amazon is going to license software from, or bow to limitation from Adobe. And for this, I applaud them. That's a big reason why Amazon software is always so far ahead of the competition. However, if Amazon were ever to indicate support for epub in any way, they would be flooded with customer complaints that they bought an "epub" from (Kobo, B&N, Apple, Google any number of other e-book retail operation that sells Adobe DRM'ed books.) and could not load on their Kindle.
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