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The short answer is, you'll never be able to do it. Amazon fully understands the principles of vendor locking, and just like Microsoft, it'll be a cold day in hell before they ever let go of their forced monopoly. They know that if they do, people will flock away from them to other readers and/or other services. Maybe not now, but it will happen in time. And if that happens, their goal of being the end all, be all of the publishing world will never happen. Oddly though, they'll never get that goal, no matter what they try. Between Google, B&N, the big book publishes, the indie authors, and hundreds of other market forces, they're going to find themselves as the little dog in the pound in the next 2-3 years. The market hates monopolies, and right now Amazon is perceived as exactly that, which means they will get supplanted sooner than later.
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