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If the Pottermore people care about the average consumer, they will also eventually offer their books through major retailers. Instead, I suspect they're more interested in retaining absolute control over the property. (I.e., Amazon support "DRM-Free" publishing, but not "DRM-Trace-via-Watermarks" publishing. Amazon also demands a cut of sales. Etc. )
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Amazon, BN and others will all do what they need to in order in share in the coming Potter bonanza. They may say various things in public, but they all have their kneeling pads ready.If it means supporting social DRM where they didn't do so before, so be it .
My guess is that they will handle the "side loading" through a simple procedure where clicking on a link at the website downloads and opens the book on your device. There are ways to make this pretty easy and user-friendly.