Di you catch the Epub/Kindle editorial on ZDNet on Friday? The authors are wrong, but it's still worth a read.
Here is the part that caught my eye:
But there is one thing that’s keeping me from whipping out the AMEX and clicking the “Buy Now” button at Amazon, and that’s the lack of EPUB support.
Frankly, I really don’t understand why Amazon would leave this out of their current generation of devices. I can understand why they would want to continue with AZW and their own DRM for content sold on their own store, but frankly, Amazon doesn’t sell every electronic book that you can possibly buy.
The problem with this type of article is that they are written by geeks, not the average user. I know the authors are geeks because the average user isn't aware of the file format.
You see, there's one thing that Amazon learned early on that most some geeks haven't realized yet: the file doesn't matter. It's the user experience that matters. The ideal UX is one where the user never has to know any technical info beyond basic operation, and Amazon have pulled that off. That's why the Kindle format is winning.
Everyone who has been arguing Epub vs Kindle needs to step back and rethink how you're advocating your preferred format. If you want Epub to win then start hawking the tools, not the file.
The file doesn't matter.