This is as much Sony's fault as it is B&N's fault. If the blame needs to fall it should be on the IDPF and Adobe.
The IDPF failed because they should have made it clear that you can't market an ebook as ePub if you apply DRM to it. It should have been clear to market it as the proprietary DRM you applied.
Adobe has failed because they have come out with multiple versions of their DRM but haven't come out with market branding to distinguish them. Their spokesman has referred to this as "unfortunate short term confusion for the consumers".
B&N should be marketing the ebooks as ACSv4 with a note that ACSv3 rendering software can't read it.
Sony should be marketing their ADE reading software as ACSv3.
Instead everyone wants to pretend they are using an open standard and it's the consumer that pays the price.
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