When someone who has enabled the feature is unable to login using the normal means, they can click "forgot my password" and request that keys be sent to their specified friends via Facebook message.
Just a couple weeks after the Authors Guild's overzealous copyright-maximalist stance forced the bookseller to modify the Kindle 2's text to speech feature, the company's lawyers have had a fit of irony and sent out a DMCA takedown request to MobileRead, claiming that the site's links to a Python script that enables Kindle owners to shop at Mobipocket-format ebook sites constitutes circumvention of the Kindle's DRM.