I think folks at BB Betazone flagged this issue for RIM, and I think John at the forums from RIM is going to flag it for the app world folks, although there is no guarantee that they can do anything about it.
I bought a few just before heading into Kazakhstan for work, Theres no app world here or BB"s for sale (just saying, a bit of a shame. This country is growing rich) Anyway I hope RIM just opens a book store soon, I guess this is coming..
I seriously doubt RIM will put a stop to it unless they open up their own ebook store (which I would love).
The part about it that kinda irritates me is most of the books have no copyright, so you can download them for free legally from somewhere like project Gutenberg.