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And what's to keep Amazon from keeping the DRM even if the publishers don't require it?

Just like they did with Audible. And according to this[1] article on BoingBoing, they promised to do away with DRM, but have still not done it in FOUR years! Link[1]: http://boingboing.net/2008/01/31/amazon-buys-audible.html

edit: they = Amazon