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Well, adopting a standardized format will make compatible options much easier to achieve, by removing most of the digital complication that's caused by multiple formats, and multiple readers that handle files in multiple ways.
This will also make it easier for publishers to standardize operations, and for bookstores to standardize customer service around e-book purchasing and loading. No one expects every bookstore to have their own Geek Squad, and they shouldn't have to. Just someone who can look at your reader and say, "Right, you've paid for the book, now just open your reader... press that button... and you've got your book! Happy reading!"
Of course, after ePub (or something similar) is adopted, the various readers must adopt themselves to convert the software to their own format fairly seamlessly. And if bookstores feature downloading systems, the readers must make that pushbutton-easy, too. Someone (either e-reader, or publisher) needs to work up some specifications for an in-house wired or wireless download system, publish the specs, and get everyone else dedicated to using it, or something compatible.
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