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By "selling epubs" do you envisage them changing the Kindle firmware so it can read epubs, or do you mean having a non-Kindle epub store alongside the existing Kindle book store?
I find the later more likely, though it would be confusing for customers (and the prices better be the same! which means that 22c will have an effect across the board.).
For the former to work they need to make up in "foreign" device sales whatever they lose in other stores selling to Kindle-owners. Plus they need to cover the extra costs - not only the 22c but the development/licensing of new software, support and so on. I easily see it coming out as no net gain. In addition they spread the message that you don't have to buy your ebooks from then just because you own a Kindle - something many people know but a vast majority haven't really thought about.
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