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Lending is going to be interesting. There is no way the publishers will be okay with 'unlimited' lending. Physical books are one thing because you only lend to friends and family around you. A digital book however, you can easily lend to a 100 or more people after you are done with it. Websites would pop up allowing you to earn money for lending books to other folks in a queue after you are done reading them. I don't see any of the publishers being okay with that.
It is a great feature and is a step in the right direction but sadly I am quite sure that it will end up being a very crippled e-lending concept.
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