Not sure about Unbox, but Kindle is just doing what the iTunes did - start out locked so that media owners agree to get on board, then once they're addicted to

Not sure about Unbox, but Kindle is just doing what the iTunes did - start out locked so that media owners agree to get on board, then once they're addicted to your revenue stream, then you can pry some openness out of them if you want (or any other concession for that matter).