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Apple isn't very interested in the e-book market. It's still a pretty small niche, and there's not much money to be made in selling them. Amazon and Sony make money on their hardware, not their books stores so much.
Apple does the same--make most of their money by selling iPods and iPads, not so much from the Apps store, iTunes music/video etc.
And they know (or think, per Jobs comments) that there's not that big of an e-book market so they're going to focus more on apps, games, video, internet etc. to sell the iPad vs. trying to make the iBook store any big selling point.
The strength of the iPad as reader will be the access to different stores and drm formats through apps. So in that sense it can sell itself to people who want e-books even if the iBook store sucks, so I'd be shocked to see them put much effort into the store.
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