Perhaps a little of Zappos' culture is filtering through (though I doubt it). The most important thing that Amazon has not addressed is labeling the kindle versions with clear and concise information as to the DRM that the publisher chose (i.e. number of devices, limitations, "the publisher through us can revoke this copy from you at anytime" blurb, etc..). If they did this then I'd say they have integrity and sales of kindle versions of books would be reflective of the publishers' use of DRM. By not doing this they're trying to play both sides - appeasing the publisher at all cost and then giving a weak apology to the customers with no concrete actions to address the problem (saying "We will use the scar tissue from this painful mistake to help make better decisions going forward, ones that match our mission" is just marketing speak for - we'll continue doing what we're doing since we can't point you to concrete steps that we have taken).