We will only see Amazon's Kindle eBooks seperate from the Kindle when there is a way to read them using a computer running Windows. Until then, they are still tied to the Amazon and the Kindle or the Kindle app for the iPhone/Touch. If Amazon really wanted the Kindle and the eBooks to be seperate, then not coming up with a new DRM scheme would have been the way to do it since they already own Mobipocket. So IMHO, yes, Jeff Bezos just lied to us.
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