Its called competition, in the sane way you can not buy a Ford at a
Chevy dealer.
Apple wants to sell iBooks,

Apple, however, has chosen to allow competitors to have apps on their
devices and for that they take a cut.

But you can not use a Kindle to read iBooks, Nook or other epub books
not in public domain. Only Kindle books read on a Kindle. There is no
iBook or Nook app for the Kindle. The same is true with the Nook
devices.

You have freedom of choice. You can buy any book you want... iBook,
Kindle, or Nook from your Apple device, but if it is other than an
iBook it will take a couple of more steps.
That doesn't seem unreasonable to me.

Chuck

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