You're assuming that Amazon wants to be ANYONE'S friend.
Regardless of how they're trying to spin this, this has bubkes to do with concern for the consumer and everything to do with keeping control of the marketplace.
Not really, but I'm hoping.
Frankly, I think that if they could keep everything locked up tight and sealed, they would. But it's not going to happen; they didn't have enough time or power to keep control of the marketplace and now it's been cracked open.
Sorry, Amazon. You lost that fight.
However, the Kindle is still a really great device, with the (so far) best combination of easy book access and eReader features. They should be afraid, however, as the Nook and the iPad are both possible contenders in both the bookstore and device world (the Sony and CyBook, etc. readers never managed to create an on-device store experience that came close to matching, and so I'm afraid they're completely down for the count). It is NOW in their best interest to open the Kindle up, so that people won't be convinced to buy a Nook because it's "more open". An argument I myself would almost certainly go for, and would probably consider with great seriousness if I were buying, even though by all accounts the Kindle still offers a better experience.
That means they need to do two things:
1) Stop killing off Mobipocket, and let Kindle users easily get their Mobi PIDs so that they can purchase DRMed Mobi content from mobipocket.com, fictionwise, et al. More significantly, this would make it easier to download Mobi library books. I just downloaded one, and was able to get it working on my Kindle, but it required me to run two different Python scripts and who wants to do that? Not my parents, for sure. The point is, if I can do it in two small Python scripts, Amazon could make it a lot easier if they chose.
2) Support ePub, with and without DRM, on the Kindle.They don't have to make their own store ePub, if they don't want to, any more than Apple needed to make their store MP3. If they want to lock their content so that only Kindle branded devices can read it, more power to them. But there is no reason for them to lock their device. The Kindle is not the iPod. Apple got away with not supporting WMA by being Apple, and I STILL think that was a bad move on their part. Amazon won't get away with it.
If the Kindle isn't updated to be a little more open, I'm certain I'll have other choices for my next upgrade. Choices that use ideas THEY pioneered, like the always available, no-monthly-fee bookstore. I love that. I don't want to give it up. But they're not the only player in that field anymore and they'll have to accept that.