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Ouch. In the May 2009 issue of Body + Soul magazine--"A Martha Stewart Publication"--"renting a book" via BookSwim is #1 on a list of "6 Simple Ways to Better Your Life and the Planet."
The magazine copy reads, "Looking for a good read? Try renting books Netflix-style with bookswim.com. It's easier than going to the library and greener than buying from the store. Log on and have your picks delivered to your door in recycled packaging."