As far as I can remember, Apple/Steve Jobs talked the music industry into dropping DRM on music. As the leading ebooks store Amazon should be the one to push to remove DRM from books.
Well, I'm still waiting for the day when I can drag and drop one of these DRM free MP3s onto an iPod (without having to shackle my device to my computer via iTunes).
It's not exactly freedom in the best sense of the word ;)
The Dropbox app on iOS can play mp3 files so you don't have to use iTunes to sync your music.
iBooks having DRM is (IMO) a problem with the publishing industry, just as DRM on music used to be a problem with the music industry. I want Amazon, and Apple, to push the publishing industry into dropping DRM on books.
I think I'd like to be able to pay an author directly - that would be my ideal solution; and an ebook should necessarily cost less than a paper book. But I agree - removal of DRM should be a target.