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It's pretty clear that Amazon's Strategy, Architecture, Design and Implementation is a closed design rather then an open design. This is what he's criticizing. If you are able to get paid content onto the Kindle from a provider other then Amazon it is probably considered a design flaw and isn't relevant to his argument. It's Amazon's strategy that is being criticized and not the product or people's purchasing decision.
I don't personally agree with his conclusion because unlike the examples he provided it would be very easy for Amazon to change to an open strategy and if the competitive market forces them to I'm sure they will. I suspect they know they'll have to change to an open model but they want to be in a dominate market position when they do it. With iTunes they were the open alternative that forced Apple to open up iTunes so they have to understand this. With ebooks they want to be in Apple's position.
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