I was already splitting my ebook purchasing between the Apple bookstore and Amazon.
From this point, ebook purchases will be through Apple or a purchase of the real book. I kinda miss the feel of a real book too so that's a nice change. If I need a digital copy, and it's Amazon exclusive, then I'll be using "other sources".
I'm a little dubious too, but Amazon has a track record of doing things like this (The Animal Farm/1984 fiasco), whereas Apple seems to respect that they've sold their customer something.
My Kindles hit Ebay a few hours ago. I'm out of the Amazon digital ecosystem.