You may know Tor and Forge. They make books. SF and Fantasy. Via a posting to their blog on Tor.com they have announced that “in the summer of 2012” they will present a DRM FREE online bookstore which is directly accessible to the general public. So no middle-men will be involved there.
From the announcement:
“This isn’t in lieu of the existing online retailers, but in addition to them. We think there’s room for all kinds of retail models in the growing e-book field—and we aim in particular to provide a rich, informative browsing experience to fans and devotees of the kinds of books Tor and Forge have made their reputations publishing.”