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Originally Posted by Ma'am-I-Am
Epubs can be sent thru Send-to-Kindle (which they convert, of course) so I'm thinking they're playing with the idea of offering epub versions as a choice when purchasing.
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Supporting EPUB in send-to-kindle shows that they want to make it easy to move to Kindle from other platforms. However there is every indication that they want to put in as many barriers as possible to prevent customers from going in the other direction. Allowing Kindle books to be downloaded in a format that can be easily read on non-Kindle apps or devices is the last thing I would expect Amazon to do.
We see the Kindle as a device for reading books while Amazon sees it as a device for selling them. I have been tracking updates to kindle reading software for a while, looking to see what new features are being introduced. From that I see that they put far more effort into the user interface that leads to sales such as the end-of-book popup dialog and the home screen than they do into the actual reading experience.
Amazon wants to sell you a new book once you reach the end of your current book. To do that they need you to read your Kindle book on a Kindle.