Most people fall into the category of not being able or know how to strip DRM and/or convert content. And if you did want to buy another reader and had a backlog of eBooks to read, you'd be able to read them on your new device. It's all about keeping content going between brands. ePub allows this. AZW does not.
What if say someone with a Kindle decided that the size of the PRS-900 was a good fit but then could not get one due to all those eBooks that could not be transferred? ePub gives me options, AZW gives me just Amazon.
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