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I think they would do well to have such a service: Apple, Google, and PocketBook all do.
If anything, Apple and PocketBook are more convenient than Send To Kindle: just open a book (side-load, share from cloud storage etc) and it uploads to library where it can be accessed from any linked device/app. It is something I make use of, just as I do when reading third party content on Kindle platform.
In my continuing quest to expand my horizons beyond Kindle, I'm thinking of getting a Clara Colour. While not having such a service is not a deal breaker, it doesn't check any boxes, either. It would be 'nice to have'.
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