If they do, I'll mean that Bookeen is actually paying attention
Seriously, do they really have a choice? With the Bebook's support for Mobi, they've lost one of their key competitive differences.
Also, with Retailers like WH Smith being able to offer such a low price (and keep it low), means that consumers know that a large part of that price was pure profit for the company. I figure that they've probably received a lot of complaints about this, especially from UK customers who may have paid a £100 pounds extra for the privilege of buying direct.