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For myself, when it comes to retailer lock-in, I look at how difficult it would be to switch elsewhere.
As much as I would like DRM to die in a fire, it appears to be here to stay in the e-book realm (although I continue to hope that publishers will follow in the music industry's footsteps.)
So that's why I prefer Kobo. As they offer a widely used DRM scheme supported by a number of their competitors, switching away from them is relatively straightforward. I wouldn't even need the assistance of Alf and his merry band of DeDRM developers.
Amazon has made it impossible to switch without the help of Alf. And I've heard that in some cases even Alf can't help.
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