With signals able to travel over greater distances than regular WiFi, Kindle-style wireless arrangements could be more practical for other vendors, especially Google and friends.
The bottom line would be easier shopping without downloading hassles—direct transmission to e-readers or smartphones, for example. And the phones themselves could use the WiFi for voice-over-Internet arrangements.
Also of interest: MobileRead item on the ability to buy and directly download Mobipocket books for the Blackberry. Go here for details from Mobi.