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Jon, despite your aversion to anything ePub3, it is becoming more and more common/accepted. I am continuing to find more retail ebooks that have ePub3 markup than don't.
Future proofing your book is just plain smart. Why create a vanilla ePub2 when you can add a little different markup which allows your books to take advantage of the advances in ePub3 - and still be read on both ePub2 and 3 devices/apps?
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