They make it sound like they offer the dream of an endless library, read any book you want, any time you want, anywhere you want for $10/mo. That does sound kind of dreamy. But they have only 100,000 books which sounds like a lot but will likely contain very few you are interested in. They only have iOS now and even there show only phone and not tablet. Android coming later. But what about eInk readers which many prefer or other devices in the future? What format are the books? I would accept only DRM-free ePub, or PDF for tech books. When they go out of business you are left with nothing. Is there a limit to how many books you have at a time? Can you opt out of them tracking your reading? I can understand how difficult it would be to get all publishers to agree to my dream. Their dream, of course, would be to implement a locked down rental system where you give them money and own nothing and there is no guaranteed future access. I'll hold on to my money until I get what I want.