If I remember correctly, this option wasn't always there, but Apple eventually learned their lesson. What puzzles me is that the feature is missing in iBooks,

If I remember correctly, this option wasn't always there, but Apple eventually learned their lesson. What puzzles me is that the feature is missing in iBooks, which didn't even exist until well after iTunes got the feature; there is no way (that I can find) to convince it that you can manage your own ePUBs, leaving me still looking for a good reader on the Mac.