And then there's B&N's approach - launch the new service but not tell anyone. That's what they did with their social network, and that looks to be how Barnes & Noble just opened up their ebookstore over the weekend.
Update: B&N is saying via an intermediary that this was a hiccup in their firewall. You weren't supposed to be able to do that. Sorry folks.
That's huge news, but at this point it has yet to be confirmed. Queries to B&N have gone unanswered, and no other Nook owner outside the US has reported similar new access. Absent confirmation from B&N, I'm going to rate this a rumor.
That's a shame; right now the only market outside the US that is served by B&N is Canada, and I've been told that the selection is lacking.
While it is just a rumor, it is also a plausible one. We know that B&n is planning international expansion, with a UK deal said to be in the works. It would make sense to me to start selling in LA, and use the response from customers as a way to encourage local partners to sign up.
If I get an update from B&N or another Nook owner, I will update this post.