Bookswim - Netflix for books

I was reading the latest issue of Real Simple and saw this:



It's like Netflix for books. I'm not sure how well it's doing because I would think most people would rather "rent" books for free at the library, no?

They have packages just like Netflix, but again who on earth can go through 11 books in one month ($35.99/monthly)? I can see going through 11 movies but books? You'd probably end up keeping most of them for more than one month (at least I would) so I don't really see the benefit. Unless you don't have access to a library?