Amazon beware!

As read here, Google plans to sell e-books. And they are doing it the Google way:

• No lock-in to some overpriced reader (which is not even available outside US yet).
• Letting publishers decide over their prices.

Both means: make a platform available but get out of the way and let the users decide how they use it. That' s what we like: no middlemen trying to take control. Imagine: even the Amazon iphone is not available for me!
Amazon sure knows how to move atoms (to the extent that I still don't understand why I should go premium: standard delivery is nearly always next day for me), but they should be careful not to risk being googlefied out of the market as soon as e-books take over.