Until DRM is removed from the equation there isn't a real advantage to the end user. It's just another proprietary format.
I give credit to Amazon for at least being honest about using a proprietary format. Adobe is behaving worse by pretending to be using an open standard but they're just using DRM to make it proprietary. If reading ePub means that I'm stuck reading on Adobe Digital Editions there's no advantage. When the end user is able to select the reader software with the features of their choice then ePub will matter.
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