Are Bluray DVDs only available through Sony? I don't think so. Sony owns the format. If AZW/MOBI become the universal format that does not necessarily mean you will only get them through Amazon. Of course Amazon will have to license the format, and they might choose not to. But a clear winner is better to me than every company using their own formats making it frustating for non-techies to find the books they want that will work on their reader. Its not a problem for those of use who can convert.