I did not buy Kindle books because of DRM. Now I do not buy them because I do not know if they have DRM. Previously they hurt themselves and now they still do.
They should be honoring when the publisher puts something like "this book sold free from DRM" on the description page. If they don't, I'd like to know why that isn't fraud.
Amazon is opening up the Kindle ecosystem a little, as many Kindle eBooks can now be downloaded without copy protection, even if they were originally purchased with DRM. However, it is up to individual publishers to decide whether certain books will be free of copy protection or not.