There is already a nook app on iOS and android. I'm pretty sure that you won't see one for any of the various versions of the Kindle (regular kindle or fire).
I just don't think that you will see many people change their buying habits. People still buy music from the iTunes store by a fairly substantial percentage. Having DRM verse not having DRM really didn't move the needle much.
The big issue with cross platform ebooks is the ease of getting books from the store to the reader. It doesn't get any easier than the kindle and Amazon model, and until a store is able to provide the same level of ease regardless of the platform, that store will have a tough time competing.
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