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The only thing Kobo does to tie you to their book store is to make it the most convenient option for buying books. By making the choice to use stock Adobe DRM, Kobo's opened their devices to the greatest range of e-book retailers possible. And sideloading, while not quite as convenient as buying from Kobo & downloading onto the reader is quite simple & straightforward, imho.
I think the Aura HD exists to differentiate Kobo from the competition. When the Glo was announced there was a lot of "well, it's just a Paperwhite without the Amazon advantage" stuff out there. The Aura is significantly different from any other mainstream e-ink reader and got Kobo a lot of attention.
Now if I can just somehow scare up $192 (taxes incl) to buy one... :-D
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