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Another reason why Amazon not supporting epub is no big deal. When publishers want to reach the core group of people with e-book readers, they go with the Kindle. I suspect it will be very hard to ever change this.
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No big deal ?
Most publishers in countries that is are the US uses ePub only. I will not buy a reader that won't read books from my own contry. Sony understood that, amazon did not. Most of the manufacturers have published an update to read ePub. Even books on board, a US website, sell some book ePub only...
Until amazon understand that too, thier market share outside US will be limited. You can't be compatible with only yourself, and expect it to work.
Even apple wasn't that stupid, iPods read the standard that is mp3...
And even in the US, i think amazon's market share was closer to 50% than 90% (that actually surprised me).