My family have 3 Sony's. If this were a feature that I could impliment easily, and I was talking to my older son about a book and he was interested in reading it, I would say sure, click click. There you go. What am I supposed to do if my other son wants to read it? With the Sony's I have to strip DRM, connect each reader to my machine and then upload it. If I were in the market for new readers for my family and saw the lending feature, it really would be a deal-maker for me, but if I later found out that I could only ever lend the book to one person, I would be furious. I would make all kinds of noise on the internet sites, sell my nooks, then move to something else... I can see limiting it to 3,4 or a "few" times, but 1? If you find a really good pback book, you want to share it with everyone you know that reads... That is how favorite authors become more popular... almost always by word of mouth/lending of books... This is just dumb...
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