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Which bad outcome? None of the existing ePub reading devices really did hurt Amazon - and we're talking about players like B&N or Sony. The iPad? Doesn't seem to hurt Amazon eBooks sales, as they stated.
There's a "Kindle for iPhone / iPad / PC / Mac / Blackberry / Android" software, and this dual strategy of a closed system for their reading device and a widespread system for their reading application seems to work quite fine.
So why should Amazon give up a lucrative market they control by owning the format, azw and respectively prc? They'd lose more than they'd win.
And be assured that Amazon will switch it's strategy as soon as Bezos thinks it's time for adopting ePub.
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