The Internet Archive has launched BookServer.
Here's an excerpt from the home page:
The BookServer is a growing open architecture for vending and lending digital books over the Internet. Built on open catalog and open book formats, the BookServer model allows a wide network of publishers, booksellers, libraries, and even authors to make their catalogs of books available directly to readers through their laptops, phones, netbooks, or dedicated reading devices. BookServer facilitates pay transactions, borrowing books from libraries, and downloading free, publicly accessible books.
Read more about it at "Internet Archive's BookServer Could 'Dominate' Amazon," "Internet Archive Uncloaks Open Ebook Dream Machine: Will Google Play?," and "The Day It All Changed."