The Netflix Concept for Books

Publishers Weekly has an article in PW Daily about book rentals by mail(book rental library club) a la Netflix. The primary player is Booksfree, but now there is also Bookswim. Founders George and Shamoon write about how Bookswim came into existence:

“March 2006 — we spent our Thursday night as always, freeloading books in our local behemoth bookstore cafe. When asked to pay for the books along with the coffee, No, we’re just gonna read them and put them back; but thanks for asking.”

Now this kind of behavior should never be condoned, but we noticed a pattern; everyone else was doing it, although maybe not so openly. If all of these people are simply reading, why aren’t they vagrantly loitering at a library? It’s free! Well, there’s no double mocha lattes at the library; but through our research to find answer we discovered that the whole literary distribution model needed to be turned upside down.”

Anyone had any experience with either of these clubs?