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Yes, direct support of DRM-free epub would make it easier to send epubs to a Kindle.
The question is whether it would make it enough easier for enough customers for it to be worth Amazon's while to do so. I would argue that it's not enough of a benefit to be worth it to Amazon, especially since Amazon would gain no benefit from it whatsoever.
It's in Amazon's best interest to do things for people who want to buy from them: that's why they have great customer service, good quality devices, and affordable ebooks. Those things benefit their customers in such a way as to make it easy for the customers to buy from Amazon.
I chose a Kindle because the price was right, and whether Amazon is a monopolist or not, they treat me better as a customer than any other company. I can see the concerns, but as a customer, I'm most interested in the service I receive, and I am served better by Amazon than the competition.
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