Valloric,
I very nearly said that myself! I asked myself what would be worthy of all this hoopla...and that's what came to my mind. But, like you, I don't see what Amazon would stand to gain. They clearly don't have any interest (at this point) in distributing ebooks to anyone but Kindle owners...and if they partnered with Sony and made .azw content available as .lrf, Jeff Bezos would (I think) be kissing a lot of Kindle owners goodbye, since it seems one of the main Kindle vs. Sony arguments is content availability. Of course I'm biased, but with the same content available, who would choose a Kindle over a Sony? (and go easy on me, Kindle owners, I don't mean to ruffle any feathers--it's just my opinion
)
As the day goes on, I'm more and more convinced it's going to be a letdown in one way or another....I hope Sony proves me wrong!