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I suspect that Amazon just acknowledges that people who want to read their books on another device will use Calibre, and vice versa for those with B&N who want to read on a Kindle.
All the publishers, and book sellers, would be very aware of Calibre and other library management systems, that promote format change.
As time goes by more and more people will become ebook/ereader savvy and make their choices as to which ereader they'll buy based on ease of use relevant to their needs, and not based on brand of the reader, or the types of ebook formats that can be read.
Ereader brand lock in, by virtue of the ebook format, will become less and less of a consideration.
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