[AlbertaCowboy]

Granted, there's a large following of Master Alf here, but as the popularity of ereading increases, so too do the number of unApprenticed readers.
Right now, I think a large chunk of the unApprenticed aren't bothered by DRM because they can simply use the Kindle app, or the Kobo app or whatever, so they haven't been affected as much as say, a Sony user wanting to buy from the Kindle store.
The hardware (tablets for the most part) aren't forcing a choice in stores. People just switch from app to app to app as necessary.