I was reading another article by Cory Doctorow on giving away digital versions of the Science Fiction novels he writes which contained the line
They evangelize the books they love, form subcultures around them, cite them in political arguments, sometimes they even rearrange their lives and jobs around them.
This is so true. I work in a company almost exclusively populated with geeks and several of them took the last 3 days off to read the last Harry Potter book. I’ve never taken annual leave to read a book. I doubt I ever will.