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I think what is going on is that B&N wanted this "lend a book" feature on the nook. My guess is that because of this, they found that this feature did not work with the ID based DRM with ePub. So they invented this new social DRM for ePub that does work with the "lend a book" feature.
And if it wasn't for this "lend a book" feature, we may not have two different DRM schemes for the same format. Even Amazon wasn't dumb enough to say eBooks for the Kindle are Mobipocket. B&N should have changed the file extension for their new ePub so we know they are different.
B&N started off selling eReader format only. Then they slipped in ePub without telling anyone. They only way to know ahead of time is to download the sample. Then they don't tell you that the ePub they are selling have a different DRM.
It is because of the nook that B&N is doing thing that are bad for customers and bad for eBooks. And on top of that, if you purchase an ePub from B&N without knowing of the DRM issue, B&N will not return your money.
Who really thinks the consumer is at fault and not B&N?
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