You're all acting like MS created this. They didn't. This is Ray Kurzweil's baby. MS is probably just providing space to demonstrate how well it will work on their beloved tablet monstrosity computers.
Since this "format" (it seems to be nothing more than repackaged PDF with perhaps some added metadata) obviously would work best on a regular PC/Netbook/Tablet, MS is clearly going to want to be the OS of choice for anyone interested in using it as a distribution platform. They aren't going to care at all if it competes with other formats or not, it's just another opportunity to remind people of their relevance.
They do it for all kinds of applications of their platforms.
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