There's no reason that a book retailer (or someoneelse) couldn't define the digital reading experience and create a commercial proposition around reading.
There's always a possibility when a company is bought or merges or goes bankrupt and someoneelse picks up the pieces that there will be a short-term disruption as systems are intertwined.
There's no Mack Brown no one shamelessly lobbying for his team (and thus against someone else's), as the Texas coach did during the Rose Bowl debate of 2004.
It's a house that's big enough to live in with someoneelse but also small enough to live in alone, and there are very few places that have that feeling.