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To me, Kobo is trying for world domination by using a closed environment with their own ebook format. For example, if I have a DRM-free ePub (say from Baen) how do I get to read it using the Kobo app on (say) an Android phone? So far as I can tell, Kobo mobile apps do not use ePub and can't import non-Kobo ebooks.
I can buy a Kobe ebook and download it as an Adobe ePub, but at that piont I am better off using a non-Kobo ebook device because I won't be fooled into thinking that they have a homogeneous environment across all the devices they support. Amazon does have a homogeneous environment, e.g. syncing and bookmarks works across all devices and apps. I can also use Calibre to produce a "Kindle" ebook (i.e. a MOBI), I can't use Calibre to produce a "Kobo" ebook because its format isn't even documented.
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