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As someone in the publishing industry, despite not being a big player, I can say with absolute certainty that there is no concerted effort to push ebooks in the future. Publishers are slowly becoming aware of the future, but talk of formats, drm and standards is very much beyond them. They say 2008 because they reckon they've got a couple of years breathing space, not because they have any idea what they're going to do come that date.
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