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The thing with lock-in (using amazon & B&N as examples) is that since the two devices do not read the other's format, it's a matter then of trying to get the customer to buy your device. How do you do that? Lower prices and customer experience are two ways to do it.
If you can give the customer a better experience with a similar device, then you may get the sales. Once the customer has your device and enough eBooks, then the customer is not going to jump ship for the other device won't read the eBooks and you have lost your purchases. So if you bought a Kindle and now think the new nook is better, you can't sell off the Kindle and buy the nook as your Kindle eBooks are not going to work. This is why pricing is important. With pricing being the same, it comes down more to the device then anything else.
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