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Ironic, isn’t it?

Amazon’s bestseller pricing favors Kindle books over those at the Mobipocket Store in the Mobi format—which can run on certain mobile phones and a variety of other devices.

But meanwhile Jeff Bezos and company are laudably recognizing the importance of mobile phones with a new, cellphone-based service to let you order books and items via text messaging.

Will the Kindle itself soon be turned into an order-taker for much more than books?

Related: TextBuyIt page on Amazon, the new service’s FAQPublishers Weekly story and the rival, book-oriented ShopText service.

And a reminder to Jeff and friends: The world has many more cellphones than dedicated e-book readers. In your place I’d hope mightily that Google doesn’t catch on to the potential of the Android cellphone platform for e-book software able to display .epub books. Time to get more serious about .epub?

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