inkbook.eu - new e-reader

We've had universal e-readers before but they require sideloading, and often converting ebooks through Calibre, which is too technical or just too much hassle for a lot of readers. This one works through an app store with a separate Kindle app, a Kobo app, and they are working on things like the Playstore. If people don;t have to be tied in to one store, is this going to expand the market for the smaller ebook shops?

Do you think there is any chance Smashwords might get their own app?