[tomsem]

It is about time, though iTunes has its own issues in terms of search and discovery. There's still no API's or google access to discover what's in there, search for books under $5, sort by best rating, etc.

I could consider buying iBooks if there was an 'export to Adobe ePub' option. Of course that would not work for those books that use iBooks specific features (fixed layout pages, webkit features, javascript), but at least you could then read everything else with the device or app of your choosing (subject to publisher approval since Apple would probably pass along the Adobe licensing fee to them). As it is, iBooks are not a good value (even though they cost the same as they do anywhere else).