So why should people bother with it? What advantage does it give them over ePub, a standard? Heck, even the Kindle app is avaliable for iPad's, and they're working on an Android one. It's providing less functionality for the same price.
It's adding the requirement to pay for - expensive - 3G connectivity on mobile devices (the UK's unlimited download plans just vanished, you're talking 1GB/month max on expensive plans, and this adds up rapidly when you're using highly bandwidth inefficient cloud services) rather than simply a single download (from a PC, even). And it will require specific web browsers, which are often screen space inefficient for the task since they are designed for showing web page, not reading, content - this matters a lot more on smaller screens.
So you can go with a standard for purchased books, or you can be forced to use "select hardware partners" for the experience of reading the books you've rented. Corporatism at its finest.
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