The story is as interesting as the idea these fellows have. Having played around the with the BookLamp interface and even with its very limited scope right now, you can see the potential. Backed by an Amazon or a Google, I’d probably use this a lot. I didn’t believe I’d use music recommendations anywhere near as much as I actually do, even paying for a subscription, and I’d take a chance on books the same way. I know it’s not as instant as a song but that doesn’t put me off. I know my tastes in books if I can find new, good stuff, I would for sure take a (cost-free) punt on this service.
Good luck to you, chaps.