Reply To: Export to ePub format?

I've created interactive PDF's in the past but I was more interested in the “epub” format for the iPad, iPhone and beyond. PDFs don't seem to have the same support these days. It would be nice if that changes over time but right now, it's technically still a proprietary format and the industry as a whole seems to want to move towards more of an open source format, which I can't blame. I don't understand the big push for publishing for “epub” at this point, when it's just a generic experience. What's baffling is how  interactivity is so prevalent throughout the Adobe suites and people are still hyping the whole epub thing. Perhaps I'm missing something but I'm still to hear a compelling reason to focus on epub.