eBook on iPad: Coming War about Contents!?

Amazon announced that it will be possible to purchase eBooks from its online store and read them n the iPad. This announcement is rather surprising when we know that Apple is well known for its addiction to control all parameters and interconnection of its products and services. this was criticizes but also allowed us to have DRM dropped on online music stores. So, future iPad owners will have the choice of buying their eBooks from Amazon or iTunes. In other words, Amazon is maybe expecting no Apple to offer interoperability for iTunes eBooks for its Kindle. this is a rather smart move from Amazon, as the reciprocal decision will demonstrate that Apple is opened to the market, while the opposite would indicate that Cupertino intends to lock the system.