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Why would I want to pay Amazon more just because a book was offered in another format? I'd rather spend the money at another etailer. Besides, I suspect that if Amazon sold books in non-Kindle formats at a higher price, it would simply give other etailers a possible competitive edge, which would be anathema to Amazon.
Although I wouldn't buy from Amazon in any event, I would much rather see Amazon adopt the epub standard for the Kindle and open its store to any device that can handle epub.
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