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I love epub. As someone who has been using an ereader since forever ("forever" being in IT terms...which I think puts my first Palm Pilot on or before 2000) it's nice (for me) to have a format that I can read on multiple devices.
Also, as someone who had to convert everything to plain (very) text format to read on the device, epub is luxury (in a Three Yorkshiremen kind of way)!
There is no "best" format, I suspect. What works for me, will be unreadable for someone else.
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