There are no ads yet, as I literally just made the forum and have spent all night (more like morning now) setting up the site, but if I need to eventually put up ads to support the site, that's how I'll be doing it. And though you'll have to take my word for it, trust me, I don't want your email addresses.
The site is a mutual benefit to everyone involved, in the same way Wikipedia is. I like reading books on my Kindle too - I would love it if there was a network where everyone could lend and borrow books to each other - wouldn't you?
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