1) You're not locked into Apple's devices. ITunes is standard mp4 audio and plays on a variety of platforms; the DRMed video plays through itunes on windows too.
2) Amazon's VOD service provides DRMed video, too.
Then what's the issue?
2) Amazon's VOD service provides DRMed video, too.
Then what's the issue?
That's the problem. The DRM locks it to Apple only software and/or hardware.
So yeah, the DRM is still there, but if you're not happy with the way Samsung is doing things, you can hop to LG or Sony just as easily.
Compare with Apple where if you bought video content on iTunes and don't like the AppleTV... well... tough.