Well I think the really cool people think reading is very cool.
Seriously though from what I have seen in my local school system to much emphasis is being put an treating the whole experience K-12 as vocational preparation. The desire to bring technology into the classroom, supposedly to prepare the children to compete in the technology driven world, has become almost a cult hysteria.
I am very involved in my local library and see it there. When children of all age come into the library it is almost always just to use the available Internet connected computers, and that as often as not to play games, get onto Facebook, etc. It seems that very few are there to check out a book and read it.