I also have problems with many aspects of the educational system, but I'm not letting parents off the hook. A love of books and reading starts long before school begins and needs to be nurtured along the way. School is an adjunct or partnership in my kids education and I NEVER relinquished my ultimate responsibility in the process. If you don't like the way reading (or other subjects) is taught, step up, get involved and augment the program...... Oh, about the OP's original post, if you think reading is not 'cool' to students, just spend some time around highschool seniors discussing which colleges accepted them!!