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There's forever, and then there's three years or so that Sony's bookstore has been online. And as I posted on page 2, there was actually a guarantee of sorts that Sony's LRF/LRX format would continue to be supported by Sony's readers and stores, per their press release.
I don't think anyone would be complaining if Sony simply updated their reader firmware so that it correctly supported ePub. Replacing a native format with an inferior format (as displayed on their readers) is a bad business decision any way you slice it.
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