I haven't read the millions of comments before mine, but this announcement feels like a test drive to me. Kindle knows it needs to keep going against the Nook and that the Nook has had the ability to lend books since its inception. I feel its just Amazon seeing how much books are actually lent out between users and how it affects their numbers (increase in Kindle sales? decrease in book sales due to book lending?). My guess is after a while they might increase the lending period and frequency if things look good. I'm glad they are listening to their users and watching their competitors! I figured from the inception of Kindle that its Amazon's REAL bread and butter product and they definitely want to get this thing going. Color e-Ink next!