Speaking only of the US market, the question is, will B&N and Kobo adopt this standard without updating all the firmware on their discontinued devices?
If so, they will be the ones blamed. It's going to be the stores that will take the heat for that. I can't see why they would bother. It would only damage the reputation of epub devices. In the US, Kobo has a very small share, so maybe they wouldn't care, but B&N has market share to lose. I can see the headlines now "Company only sells ebooks compatible with new devices in cash grab!"
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