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IMHO, Amazon's marketing strategy is to tie Kindle owners to their store, Kindle's lack of ePub format is a restriction and as such, a part of that strategy.
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All of the big e-readers They are all trying to tie you to their store. Do you really think that B&N want people buying books from other stores? They are hoping that people will buy the Nook based on the idea that it is more open and then spend all of their money at B&N.
Sony would prefer that you bought your books through them. Kobo would prefer you bought your books through them.
I would be surprised to find that the average Nook user buys their books from anyone other then B&N. The people on this board are not the average user, we have all decided to try and find some place to get additional info about a wide variety of e-readers. The person who walks into B&N and buys a Nook on a whim is more likely to spend his/her money on e-books from B&N. The rest is simply dressing that maybe 10% of the users take advantage of.
All numbers in this post are made up because I have yet to see a poll regarding that explores where people are buying their e books from that ties them to a specific device.