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The problem with Epub is the 'standard' includes DRM poison pill. If Amazon advertised epub support, there is no way that the average consumer would understand why they are unable to load books from almost all of the stores selling 'epubs.'.. (And there's no way Amazon is going to license Adobe software to add to the Kindle.. that would be assinine.)
And as for the legit stores that sell drm free epubs? Most of them are perfectly happy providing mobi as an alternative, so no loss there either.
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