Of course Amazon doesn't support it-- they, like the C&Ding authors, subscribe to the kool-aid of "everyone that was lending these books would have been a sale".
Not only do they support it, they actually pay a higher royalty rate to authors who enable lending (making the book lendable is one of the requirements for the 70% royalty tier). If you make the book an Amazon exclusive, you even get paid something when the book is lent (at least for the period of exclusivity).
