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If casual sharing is the big issue, then why is piracy the one that receives the most focus in the news? Also, even without the lending feature on Kindle and Nook, sharing's become relatively easy as most DRM schemes support multiple devices anyway. I have two portable devices attached to each of my Kindle, Nook, and Sony Accounts... it kind of makes sharing easy.
I think the real issue is less casual lending, than organized large-scale group lending; and it appears they're already taking action against that.
As for the non-DRM Twilight scare scenario, I don't think it's relevant because it's been here since before the first book came out. Non-DRM electronic copies of the entire series have been widely available for free since the launch day of each book - and Harry Potter was the same - and neither series has seen a massive fall-off in sales as you are suggesting.
I'm also getting the feeling you consider DRM a good thing in and of itself, regardless of whether it performs as advertised or not. When it comes down to it, the publishers aren't so much in favor of DRM as they are opposed to losing revenue due to the availability of electronic versions of their books. Baen opposes DRM because they believe they make more money without it - other publishers would too if they believed the same thing. Even the ones that most rabidly support it now would drop it in a heartbeat if they could guarantee it's costing them money.
Only people who work for DRM providers really want DRM - all the others just want the results they think it produces - it's a tool - a means not an end.
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