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It's not B&N's "own" DRM for ePub - any ADE licensee will be able to use it, as I understand.
It's the same DRM concept that's been in use for years for Peanut Press/Palm Reader/eReader and it's a lot less onerous to the consumer than almost any other DRM format we could be saddled with. Current implementations of ADE are fine when they work, but when they don't, they're opaque, consumer-unfriendly, and incredibly frustrating. Social DRM is much easier and friendlier - I can share books with anyone whom I'm comfortable giving my CC # to.
I don't really understand the hair-on-fire nature of your post (especially considering we've known about the additions to ADE's DRM for quite a while now).
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