With books I've paid for, I force myself to finish even if I'm not that into it. Most of the time that really isn't a problem though. I think there are only a handful of books I've bought and not enjoyed.
Now, free books are a different story. I typically don't start a book unless I've heard good things about it somewhere, but there are always the unavoidable duds. If the book hasn't grabbed me a quarter of the way in, I move on.
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