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if you have interest in what extra value we can give you more than just being an excellent reader then Readmill is probably not for you.
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My feeling is that an ebook reader's function is to let me read ebooks, and for me that's simply not a "social" experience. I don't want to "share highlights & recommendations with friends" or do any of the other social things.
For me, reading is something I do in private. If I want to discuss what I'm reading with my friends, I'll talk to them either face to face or in an on-line medium like a forum. I don't feel I need an app to help me with this.
As I (and others) said, if the social aspects were optional, I would definitely take a look at this product. I just don't want to be forced into the login business.
Mike