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They probably just don't want to.
It's an absolutely classic anti-competitive tactic.
They won't outwardly say "We don't want you to put anyone else's books on the device - only buy them from us".
They won't actually stop you from doing it - that would smash their sales. Because actually, that's what (a significant proportion of) people have paid for the device to do!
They will just make it as hard for you as they can, to the extent that they can get away with it without it being publicly revealed and criticised.
...And THAT (not 'ranting') was the whole purpose of my post.
I predict that (if they have any sense) they will do something about this with the next update.
At the very least, WARN people!
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