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"EPUB" is not exactly a format. It's a collection of files that when combined create an e-book. Such files include HTML for the text, CSS for the formatting, and images. All of these files are compressed into a ZIP archive, which is why you can rename .zip to .epub and have the the contents open in an EPUB reader. Without the HTML and CSS, the EPUB reader won't know how to format the images, though.
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