[twoodfin]

I don't think Amazon cares about vendor lock-in. They've already got your credit card number and are really, really good at selling stuff over the web. They want to "lock" you in with Prime, their recommendations engine, and the other cross-selling benefits they get from being by far the web's biggest retailer.

With the arrival of the iOS app this summer, I don't think I have a device I can't watch Amazon Instant on (TiVo, a couple of cheap Sony Blu-ray players, iPad, iPhone...)