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I think it's a fairly risky move to lock oneself into a single format, even if it -is- Amazon. As e-readers proliferate the Kindle's command on sales numbers is going to weaken until eventually they (Kindle-only publishers) are going to be crying about the lack of access to a huge market share.
Of course, to be fair, I noticed that Amazon is releasing the reader for a lot of platforms, however it's still going to leave them locked out of competing native e-readers.
I for one will continue to keep producing ebooks in about 3 formats for now (epub, mobi and PDF).
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