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FictionWise (B&N) has a medium term (~ one year) plan to add ePub capability to its eReader reading software, and switch from eReader format with eReader DRM to ePub with eReader-like DRM. The details of their strategy has not been revealed, but it does appear to include an alternative DRM for ePub (not Adobe).
This strategy has never been formally announced but parts of it have been revealed in various informal ways. The B&N ebook store "ePub" announcement is further confirmation that this strategy is still in place.
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