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Once again we are faced with another thread where EPUB fans evangelize their format of choice while ignoring that EPUB and MOBI are basically the same thing in nearly every way.
They're interchangeable. They're both bundles of HTML, sometimes with DRM. Amazon has a walled garden ecosystem. Barnes and Noble has a walled garden ecosystem. Kobo has a walled garden ecosystem. All of these can be circumvented with Calibre in various ways.
There's no reason for Amazon to sell EPUB - it wouldn't make the market more consistent because EPUB is already fragmented. They're functionally identical to the users and offer no tangible benefit.
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