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I would understand if they were offering books primarily to drive hardware sales, but their PC and iPhone reader apps suggest that they really just want to sell as many books to as many people as possible.
Why, then, do they not just sell industry standard ePub downloads usable on any device? I have a Sony reader and I would gladly buy my books from Amazon instead of Sony's store if I could because they have a better selection, the same way that I occasionally buy music from AmazonMP3 instead of the Zune Marketplace.