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Part of the situation right now is that the ebook market and readers are still so new that every company is choosing to stick and primarily use their own formats. Sony has their own drm that only works with their devices, even if it is epub or mobi, it is still locked to their service or device. Same with B&N and most of the others.
Yet at the same time they all have other formats they also support which means you can get non-drm files to be used on almost any reader. Even if you get a non-DRM epub book and have a Kindle, spend the 30 seconds to use calibre to convert it to mobi and read it. So really just because the Kindle does not support epub natively does not mean there is not a way to get the ebook and convert it to use it.
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