If the Nook is any indication of how this will work (and judging by how the game has been played with price drops / wifi versions so far, I think it is) the lending will be "once and only once". The details for the Nook lending feature are here: http://www.barnesandnoble.com/nook/container/standard_bothna... with the relevant answer under FAQ #2. Don't get me wrong; I think some day we will get full lending abilities on these devices, but this will probably be a baby step moment. Publishers probably think that if lending worked like real books, no one would ever buy one, so they will prevent it for now.