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Sony was biggest number of eink users when Amazon released Kindle in 2007 and it used mobi because that's what the reader was based on. Amazon bought mobbipocket the year Sony released first ereader, because mobipocket was biggest seller of ebooks (PC, Symbian, Windows CE and Palm OS). The azw3 used improved encryption over azw (often mobi with more encryption), and was basically similar to epub 2, and was releasred in 2011. Later in 2015 approx back-ported to older ereaders except K1, K2, DX and DXG.
Amazon sold ebooks before they had the Kindle. How could they have justified epub rather than azw3 in 2011?
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