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I would be very surprised if the website in question wasn't selling epubs with some sort of adobe encryption applied. Small eshops aren't very likely to invest in developing a house proprietary format/drm/app. Not considering the huge disadvantage they're starting with just by hanging their shingle, anyway. If they're legit, the back end has to be turn-key or they're never going to make a dime. And if they're dealing with bestsellers (as their faq indicates they are), then that turn-key back end is some sort of enterprise Adobe variant. I'd bet on it.
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