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Yeah, epub is NOT propietary. Everything about it is based on common, and open, existing setups (XHTML, and Zip compression), and that which is new is an open standard. It also has it's roots in the Open eBook standard (it supercedes it).
It is the furtherest thing from propietary you can get. However, that doesn't mean it can't have DRM thrown on top of it, since it is a container format.
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