With major publishers so far reticent to sanction a rental market for e-books, BookSwim.com, the New Jersey-based print-book rental company billed as "the Netflix of books," told PW it plans to launch a new site called eBookToss.com, a virtual "e-book swap" that will facilitate the direct lending of e-books between consumers using the lending features enabled by platforms like the Kindle, and the Nook.
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