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I think you are thinking about all this incorrectly. Book clubs are not new. While they are social in nature, it's not uncommon for introverts (I hate that word) to listen in.
Social reading simply removes geographical (and potentially language) barriers allowing kindred spirits to enjoy a book (or movie or anything, really) together. No doubt there will be lurkers.
The other piece is keeping track of who is interested in a book or a genre and hooking them up. Make no mistake, there will be a marketing angle here, but think about what could be marketed. Your library could invite you to participate in person. Dating services could award points for interest in reading and reading interests.
I guess you could get all big brother, but, with appropriate protections, this could be a nice way to meet nice people -- just like MR.
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