I randomly priced a few titles, e-book vs p-book, and the prices were the same -- $7.99US. I don't think anyone is surprised at that. But the point is that if I buy these as p-books (whether for $7.99 at BN, $5.99 at Fred Meyer, or $2.99 at Half-priced books), I will be able to loan these things out, or give them away, about five times when they will fall apart.
I can't see too many folk purchasing e-books at p-book prices, but if they do because "Well, at least i can loan them out", they are gonna be less that pleased to find they can only loan them once. Period.
E-books don't wear out, so I can understand the logic over limited loaning. On the other hand, their dream of everyone convincing their friends to dump their Kindles and Sonys (and Hanlins of various flavors) in favor of the Nook is gonna fall short if, indeed "1 book 1 loan forever" is true.
Of course, loaning books would not normally be the primary reason for purchase of an e-book reader, but the feature is certainly an attention-getter, and most people don't react well to "ha ha, tricked you" when it involves their own money.
For those for whom it is important, let's hope that once the product is actually in the hands of the consumer we find "1 book 1 loan forever" is merely a misunderstanding in communication.