What does Amazon gain with Stanza?

Update to Amazon Buys Stanza.

What Amazon gains - by Chad Berndtson:
1. Exploding base of e-reader consumers - 1.3 million users worldwide
2. More than 40,000 books downloaded a day from Lexcycle
3. Successful team with expertise, supporting widely different formats
4. Possible willingness to use Stanza for the kind of 'free'-use items phase that brought Apple its success with the iPod.
5. Further consolidation of a market it already dominates
6. Pre-emptive move before Apple, eager to dominate the digital-everything market, could buy it.

Amazon buys Stanza

As was rumored to happen, Amazon bought Stanza today or, more accurately, bought Lexcycle, the company behind Stanza.  Here's Lexcycle's announcement.  In addition to its free books for iPhone focus, Kindle users have been using Stanza with their Macs to convert PDFs to Kindle format.  Maybe we can now see direct ePub support for the Kindle, or am I being too optimistic?