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One of the reasons that there isn't one and only one ebook reader is that everyone likes different things. I find that I like reading via Marvin better than reading via Maplereader. It's not any one thing. It syncs well enough for me across multiple iPads (I use a pro and mini in my reading) and I simply like the Marvin screen better for reading.
My current configuration is calibre companion and marvin.
The downside is that reading apps for the iPad is basically a hobby rather than a livelihood. The money just isn't there. Most people are satisfied with the iBook and Kindle apps and never go beyond them. It would be nice if someone would constantly be improving their app, but I think it's a bit unrealistic to expect that to happen.
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