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I guess I'm confused by the negative sentiment, too. It strikes me that Amazon could be going about promoting change with the publishers in a very smart way: once 14-day one-time lending has been in place for a while and the sky hasn't fallen, Amazon would be in a position to say "see, publishers, the sky hasn't fallen. Let's open this up a bit more." That's at least as plausible as the idea that the company behind (according to one number I saw recently) 70% of e-book sales would just blindly follow B&N.
Remember, the publishing industry is deathly afraid of change (see "agency model" and "drm"). Any change that's going to come in their business model is going to be kicking and screaming. That they're willing to allow lending at all is a step in the right direction.
You don't usually win a war at the first battle.
And, if lending isn't useful for you because you don't know other Kindle users, or you don't like the terms, or whatever, don't use the feature. Nobody's making you.
— Tammy
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