there's no good guys or bad guys here, its just a bunch of corporations wrestling over a giant bag of gold.
the ebook industry is still so infantile and immature, the userbase hasn't grown enough to and the user behaviour hasn't evolved to an advanced stage where consumers can start to dictate things.
much like the boom of the mp3 leading to the stagnation and massive change in the music industry, ebooks will follow a similar route. Considering libraries now offer great ebook functionality surely it's only a matter of time before ebook prices plummet as consumers get more savvy about where they get their books from.
Much like Apple did with the ipod, the mp3 industry profits are driven by hardware sales as opposed to the media itself. Sony lost its position because it didn't want mp3 to take off. It actively tried to prevent mp3s from taking over and walkman is now dead. Apple took the lead because it encouraged the mp3 format and lets face it, the ability to pirate music and beat CDs to near death.
Some savvy company could do similar with ebooks. If the behemoths are too busy trying to maintain control of this rather closed, very profitable market, they'll be caught unawares when the population suddenly swings the other way.
Although its just as likely Apple will be that company again, offering a great ereader which works well with the library ebook services. ipad isn't quite there yet. Kindle is there hardware-wise but the DRM/format is fucked up.