A big shock to a lot of people: I couldn't care less about Amazon and their false publicity stunts. B&N is my best selling outlet, followed by Sony, then Lobo, then Apple (iPOD) then Amazon. Big whoopie.
Amazon is a long way from having every book published on their lists. That's BS. Amazon needs Smashwords and Lulu a heck of a lot more than they need Amazon. Kindle is Amazon, a program designed in an attempt to monopolize the e-book market - that didn't work.