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I've been producing pbooks with Indesign for close to ten years now. Although the idea of making the ebook first does sound pretty smart, it's not always practically possible.
In our publishing workflow, editors, authors and proof readers will have several rounds of edits. For many of them, they work best when they have something approximating a final (pbook) layout in front of them. This means I have to make the pbook first, then export the epub from InDesign later, and manually touch up the CSS.
It seems a lot of people prefer to use MS Word to generate epub files, but that's just not realistic in a lot of modern print publishing workflows.
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