I'm certainly no Amazon hater, but as an EPUB reader (primarily), I much prefer dealing with ADE-based EPUBs rather than converting Kindlebooks to EPUB. I can never trust 100% that a conversion was truly "lossless." I typically only convert/unpack Kindlebooks when I can't purchase the plain-jane, ADE-based (or DRM-Free) EPUB. And even then, I'll often just read them with the Kindle app on my tablet, rather than converting them to read with my EPUB-reading app on my tablet.
My preference is typically Kobo (if Kepub can be avoided), then Google Play, then Amazon.
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