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ePub is great, but I think the formats issue is going to take awhile to work out because people have already bought books in other formats. I know that since I got my Sony Reader, I have been very careful to only buy multiformat books because my secure eReader books cannot work on the Sony. I can still get use out of them on my iPod Touch, but if I am buying new things I prefer to be able to read them on both devices. If a device came out in the future that did not support eReader, all those books would be lost to me. So it would need to support ePub or whatever standard PLUS offer support for eReader (and here other users would be subbing in 'eReader' for Kindle, Mobi, PDF or whatever format *they* have).
I already have been burned on this once already with two or three books I bought when I had the eBookwise which are now lost to me. I don't want to get burned again. I *only* buy secure eReader now if it is a book I really want to read and if it's one if Fictionwise's 100% micropay specials. They (i.e. the Publishing Industry) are losing out on sales by not offering the book in Multiformat because there are titles I would buy if they were available to me in the format of my choosing.
So for now, my gameplan is to stick with multiformat to cover my bases for both current and future needs, and then hope that by the time my Sony Reader dies (which is hopefully a few years off) the battle will be over, there will be a clear format/content winner, and I can be on my merry way with whatever product wins.
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