How dumb for them not to support all ereader devices from the get go. Everyone wants to try to get their "Mac" moment and have an exclusive format but if they were smart they would do like Windows and let you put the books on whatever you wanted and just let the money flood in.
Do they really think there is a chance of them cornering the eBook market?? Its not very likely so why limit your potential market on purpose like this? These companies take stupid to another level, its not surprising that B&N got left behind in the book market. The only reason limiting your delivery would make sense is if they were nervous that they wouldn't be able to handle the demand. That might have been the case if this was 10 years ago but there's no way that their servers wouldn't be able to handle it, eReaders aren't that popular anyway to cause such a stir.
So does this mean the only way for you to buy books for the Plastic Logic device will be through the B&N store or is this just a one way dead-end street that B&N driving blindly into? Plastic Logic can't be that dumb to limit what books are compatible to one eBook retailer, I hope at least.
If this is B&N's return to the game then they might want to call a timeout and rework the playbook