We can expect Mobipocket to be based on this pretty soon. And Digital Editions will be available not only on reading devices, but also smartphones and PDA.
I guess the choice is pretty clear: that's the second format that we'll support on Feedbooks. With an output for both PDF and EPub, we'll work a bit like a web service version of InDesign (the goal for Adobe is to output PDF when fixed size is needed and EPub when a flexible format is needed).
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