25 Comments

Summary:

Amazon is trying to reinvent the library by offering e-books through public libraries and through its own Netflix-style service, but publishers and authors are digging in their heels. Going electronic should theoretically make books easier to lend, but so far, it hasn’t worked out that way.

Amazon is trying hard to reinvent the library for the digital age, by offering e-book lending through the Kindle via a “Netflix for books” monthly subscription, as well as by offering Kindle e-books through a public-library lending program it launched earlier this year. But it can’t seem to get anyone to play ball with it on either score. None of the major publishers are taking part in the monthly lending program — which the Authors Guild is also protesting — and Penguin just recently pulled its e-books from the public-library lending service, saying it’s concerned about piracy. Going electronic should make books easier to lend rather than harder, but it doesn’t seem to be working out that way for Amazon.

The public library service was launched in September, fulfilling a promise Amazon made in the spring of this year to rollout an e-book program for 11,000 libraries across the United States. The feature allows Kindle owners to borrow books from those libraries with a single click, and even transfers their notes, highlights and other additions from the borrowed version to their own copy if they decide to buy the book. The Kindle Owners’ Lending Library, meanwhile, (the Netflix-style service) was announced earlier this month as part of Amazon’s Prime subscription service, and allows users to borrow one book a month from a pool of about 5,000 books — but none of the big six publishers has agreed to allow its books into the program.

Publishers would rather sell than lend

Earlier this week, book-industry observers noted that Penguin had pulled its e-books from the public-library program over what it said were concerns about piracy (although it didn’t provide any details about what those concerns were). On Tuesday, it restored access to its older titles through the libraries who have signed up for the Amazon service, but said it would not be providing any of its new e-books to the program. As PaidContent has noted, this leaves just two of the larger publishers participating in the service — HarperCollins  and Random House — and one of those (HarperCollins) puts significant restrictions on its books, including a requirement that libraries must buy a new copy if they lend an e-book more than 25 times.

While Amazon is getting the cold shoulder from publishers — which perhaps isn’t surprising, given the book retailer has been stepping up competition with its former partners by signing authors to its own in-house publishing imprints — it’s also apparently reaching out to a group it has helped develop: namely, self-published authors. According to one industry report, Amazon is offering self-published writers a share of a pool of $500,000 as well as the promotional value of having their books in the Kindle Lending Library, provided they agree to sign an exclusive deal with Amazon to represent their books.

Authors who have gone the traditional publishing route, meanwhile, are apparently incensed that Amazon is offering some of their e-books through its Kindle Lending Library without notifying and/or compensating them directly. In fact, the Authors Guild posted a statement earlier this month saying it believes that Amazon is actually in breach of contract with some of the publishers whose books it’s offering to lend — since the Guild says buying books in bulk (as Amazon has done in some cases, so it can offer them for free to subscribers) doesn’t allow the buyer to lend those books in the way Amazon intends.

The Authors Guild says Amazon is not playing fair

The Guild also argues that some of the publishers who have signed up for Amazon’s Lending Library might themselves be in breach of contract by offering their books to be lent — according to the authors’ organization, lending rights are supposed to be negotiated separately, and authors should be getting compensation for participating in those programs. While some writers seem happy for the exposure they would get via the program (which could theoretically lead to future sales) the Guild seems more concerned about getting more cash from Amazon and/or publishers up front.

The bottom line is that everyone seems to agree that electronic books are a boon — to readers, authors and publishers — but no one can figure out how to allow them to be loaned the way traditional physical books can. In some cases (as with Penguin’s refusal to join the public-library program), this seems to be in part a result of a fear of losing control over the content, and in part a fear of being disintermediated by Amazon. And in the case of the Authors’ Guild and the big six publishers, neither seems to deal with Amazon because they see it as a threat to the existing power structure in the industry.

Only Amazon seems to be interested in what users want, which is easy (and cheap) access to electronic books — and in the end, that could be the biggest weapon the retailer has when it comes to getting authors and publishers to play ball.

Post and thumbnail photos courtesy of Flickr users Marcus Hansson and Frederic Della Faille

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  1. Everyone loves e-books, but no one wants to lend them http://t.co/QEFvfX0p @amarchugg #news

  2. Everyone loves e-books, but no one wants to lend them:
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  3. Everyone loves e-books, but no one wants to lend them:
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  5. Everyone loves e-books, but no one wants to lend them http://t.co/n66Ix5HD @amarchugg #news

  6. Everyone loves e-books, but no one wants to lend them:
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  11. Peter Alexandrov Wednesday, November 23, 2011

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  42. Let’s be honest, if publishers had their way, every library in the country would be shut down. The only way to fix the problem with eBooks is to get congress to pass a law exempting libraries from normal copyright rules, and allowing them to scan/OCR books for lending, provided the appropriate protections are put in place (one copy out at a time, some form of DRM to prevent piracy).

    1. An interesting idea, Shawn — thanks for the comment.

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  44. The music industry had to adopt, and seem to be well adjusted at present. The literary industry will continue to adopt as well, but the creative minds that share their thouhgts and dreams with us are smart to go at steady pace and protect themselves. That said, greed will cost them in the long run. As in any successful solution, all parties must give and take.

    1. Well, they aren’t really that happy. Unit sales are less than 1/3 the 1999 peak and revenue is 40% and both are still heading down at the same rate as they have for the last 4 or 5 years. The business has consolidated into three major record labels and an asteroid field worth of independents. Video and book publishers don’t want to share the debacle and will do anything to avoid same. You say greed will cost them, but the alternative is a pretty good haircut too.

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  46. Everyone loves e-books, but no one wants to lend them: 23, 2011, 3:04pm PT No Comments Amazon is trying hard to … http://t.co/18miqdMt

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  52. The publishers can shut the hell up, until the cost of ebooks becomes comparable to the savings to the Publisher in printing, and old-style distribution methods. So if I buy an Ebook, they should either have to ship me a physical copy of the book I just purchased, if they insist on charging me the same amount for both delivery methods. Their costs are greatly reduced by selling me an electronic copy, if they refuse to pass their savings on to me, they can accept piracy as part of the same game.

  53. Everyone loves e-books, but no one wants to lend them http://t.co/XTldeW3E

  54. Critics and Writers Wednesday, November 23, 2011

    People are buying e-books of all sorts form Amazon, but getting people to borrow their books is proving a lot harder. http://t.co/3wh48rXM.

  55. As Marc Andreessen said, if you’re the village blacksmith and the automobile has just been invented, you’d better become a mechanic. Or, you could just ask the record labels how their attitude worked out for them.

    1. Great point, Rich — thanks for the comment.

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  66. Amazon vs Publishers, Lending vs Buying http://t.co/aZNHa1vi

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  79. Everyone loves e-books, but no one wants to lend them: 23, 2011, 3:04pm PT No Comments Amazon is trying hard to … http://t.co/PZypwn3P

  80. A predictable problem. Intellectual property built around analog technology is a business based on selling the packaging versus the actual value. Just think about the difference between hardbacks and paperbacks – same words, different package. Libraries and lending work because eventually the package wears out and drops out of circulation. Problem with digital is that bits effectively last forever. Not a good thing for a business based on selling lots of copies of the same thing.

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  83. Everyone loves e-books, but no one wants to lend them http://t.co/v2UyzpsR (@gigaom)

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  89. Juliana Boersner Wednesday, November 23, 2011

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  90. Publishers learned nothing from music and movies RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/1W15Fh0j

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  94. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  95. Everyone loves e-books, but no one wants to lend them http://t.co/BYLcSmeq

  96. Jaakko Sannemann Wednesday, November 23, 2011

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  97. Thad McIlroy, The Future of Publishing Wednesday, November 23, 2011

    It good to see your focus on this issue, but I think that the issues go far deeper. Many in the library community would chuckle at your assertion that “Amazon is trying hard to reinvent the library for the digital age”. A more accurate statement would be Amazon is trying hard to disable public libraries in the digital age by creating an unpalatable and unworkable program that undermines all principles of public library practice (while superficially appearing to be supportive).

    The publishers are, I suspect, less Machiavellian. They’re caught between the very restrictive legal agreements they have with some of the most important English writers in the world and a completely disruptive business model. Amazon knows exactly what it’s doing. Publishers are deer caught in the headlights.

    1. Thad, I understand that some librarians have issues with allowing a private company to have such control over the books they lend, but how can you say that Amazon is trying to “disable” public libraries? It seems to me that Amazon and the Kindle are a library’s — and a book lover’s — best friend at this point.

      1. Hi Mathew:

        Two blogs posts (by others) fill in much of the background:

        Guy LeCharles Gonzalez, http://loudpoet.com/2011/10/21/amazon-libraries-and-ownership-in-the-digital-age/

        and Publishers Weekly:
        http://www.publishersweekly.com/pw/by-topic/digital/copyright/article/49636-in-fight-with-amazon-libraries-caught-in-the-crossfire.html

        Amazon is using libraries as a Trojan Horse to gain new customers while offering a DRM-hobbled Overdrive interface. By continuing to drive ebook prices to ludicrously low levels (at least for the average author) they’re bringing consumers to the stage where it will be far easier just to hand 3 bucks over to Amazon than to try to borrow the same book from a library. Right now Amazon has merely created chaos, also advantageous from their perspective.

      2. While I wouldn’t say Amazon is trying to disable libraries, if they are successful in providing a truly comprehensive eBook lending service (a la Netflix), that will be the result. That is, unless libraries and publishers get together to provide an alternate model. I discuss this at length at:
        http://alltogethernow.org/showtag.php?currid=85

    2. A completely disruptive business model? So was the automobile, but I don’t believe you ride a horse.

      Publishers are deer caught in the headlights? Then they they need to put on sunglasses and go around the oncoming car.

      Stop trying to cling to the past and identify a devil in the onrush of technology.

  98. Publishers should take a lesson from the music industry. Everything that can be digitized will get digitized. Anything which gets digitized will be available on the net in one form or another. So either your rework your business model or get ready to be swamped by the coming tsunami

  99. Everyone loves e-books, but no one wants to lend them:
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  100. Sameer Karmarkar Wednesday, November 23, 2011

    http://t.co/w5MPHgUp // evolution of e-books will be changing the biz models. Some authors can demand share of revenues from lending

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  103. Everyone loves e-books, but no one wants to lend them:
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  105. Claudio M.O. Moura Wednesday, November 23, 2011

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  106. Everyone loves e-books, but no one wants to lend them:
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  109. Everyone loves e-books, but no one wants to lend them http://t.co/dQdzTiMi #tech #publishing

  110. hangaroundtheweb Wednesday, November 23, 2011

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  111. on Amazon and publishing RT @Jaakkokeskari: Everyone loves e-books, but no one wants to lend them http://t.co/kRPZ4uzA via @zite

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  115. free Kindle Books Wednesday, November 23, 2011

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  116. Everyone loves e-books, but no one wants to lend them http://t.co/6U6Pl5ab | still working on The business model

  117. Francisco Torres G. Wednesday, November 23, 2011

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  118. RT @PekkaPuhakka: #Publishing : Everyone loves #eBooks, but no one wants to #lend them http://t.co/gwOBuJkr

  119. MichelWesseling.eu Wednesday, November 23, 2011

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  121. Everyone loves e-books, but no one wants to lend them http://t.co/VTmQe4lr

  122. RT @trustinart Everyone loves e-books, but no one wants to lend them http://t.co/mgdNU8jv

  123. Biblio San Giorgio Wednesday, November 23, 2011

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  124. Los editores prefieren vender que prestar. Everyone loves #ebooks, but no one wants to lend them http://t.co/x4M9FaOp

  125. RT @pepecerezo: Los editores prefieren vender que prestar. Everyone loves #ebooks, but no one wants to lend them http://t.co/fgy5Ru5w

  126. Dolores Glez Pastor Wednesday, November 23, 2011

    RT @PepeCerezo: Los editores prefieren vender que prestar. Everyone loves #ebooks, but no one wants to lend them http://t.co/x4M9FaOp

  127. Everyone loves e-books, but no one wants to lend them — Tech News and Analysis http://t.co/G1AeSYD3

  128. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  129. Everyone loves e-books, but no one wants to lend them http://t.co/DiRyO6Jf via @zite

  130. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  131. BGConsultancy UK Ltd Thursday, November 24, 2011

    Would you lend your e-book? http://t.co/yV8EXgXO

  132. Everyone loves e-books, but no one wants to lend them http://t.co/RvBuw5Qi

  133. Good recap of the current state of the market for ebook lending http://t.co/HWgROmsH #librinnovando

  134. #Librinnovando 2011 Thursday, November 24, 2011

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  136. RT @cebit: Everyone loves e-books, but no one wants to lend them http://t.co/cAptnldG

  137. does a good job Thursday, November 24, 2011

    Continuing tussle between Amazon trying to build a private library and publishers http://t.co/IoA2Uyj6

  138. Media Marketing Thursday, November 24, 2011

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  140. Rafael M. Lopes Thursday, November 24, 2011

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  141. Volepo the Fenek Thursday, November 24, 2011

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  144. Mohamed Kassim A Rah Thursday, November 24, 2011

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  145. Patrick Chareyre Thursday, November 24, 2011

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  146. RT @mathewi: new from me at GigaOM: “Everyone loves e-books, but no one wants to lend them” http://t.co/MAFaGJAx tip @mediagazer

  147. EMF = e-Excellence Thursday, November 24, 2011

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  148. Social Startups Thursday, November 24, 2011

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  150. wish I could share my iPad books. “@franciscojsaez: Everyone loves e-books, but no one wants to lend them http://t.co/1lnOmDPH”

  151. Guild – the perfect term to describe medieval thinking.

  152. Absolute Leadership Thursday, November 24, 2011

    RT @franciscojsaez: Everyone loves e-books, but no one wants to lend them http://t.co/MMmwFItP

  153. Mirza Mushtaq Baig Thursday, November 24, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/7h57rwhX

  154. Everyone loves e-books, but no one wants to lend them
    http://t.co/gP6elK63

  155. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  156. RT @ArabNetME: Everyone loves e-books, but no one wants to lend them http://t.co/WafBWWD6 #ArabNetME

  157. アリエスO型のひと Thursday, November 24, 2011

    RT @acervus: Everyone loves e-books, but no one wants to lend them http://t.co/QXQYYphz

  158. I, for one, am glad that the tyranny of theft by public libraries is over. #drm #sarcasm http://t.co/woDcIXFb

  159. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  160. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  161. Everyone loves e-books, but no one wants to lend them http://t.co/FuuC68Ws

  162. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  163. Everyone loves e-books, but no one wants to lend them — Tech … http://t.co/P31xVN5s

  164. Everyone loves eBooks, but no one wants to lend them http://t.co/obqsy3fT

  165. Everyone loves e-books, but no one wants to lend them http://t.co/T5uKZhFx

  166. in case you missed it: “Everyone loves e-books, but no one wants to lend them” http://t.co/MAFaGJAx

  167. Rage Web Design Ltd Thursday, November 24, 2011

    RT @mathewi: in case you missed it: “Everyone loves e-books, but no one wants to lend them” http://t.co/MAFaGJAx

  168. “Everyone loves #ebooks, but no one wants to #lend them ” http://t.co/QoQTcoDX @gigaom

  169. Libraries are also interested in what users want. RT @mathewi: Everyone loves e-books, but no one wants to lend them http://t.co/Ch7haU3Q

  170. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/7FfxvIhp

  171. sylvia rzeminski Thursday, November 24, 2011

    RT @Thales99: RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/7FfxvIhp

  172. Everyone loves e-books, but no one wants to lend them – http://t.co/JF2Ij0F1 some dinosaurs die hard

  173. RT @jevon: I, for one, am glad that the tyranny of theft by public libraries is over. #drm #sarcasm http://t.co/woDcIXFb

  174. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  175. Everyone loves e-books, but no one wants to lend them — Tech …: Amazon is trying to reinvent the library by of… http://t.co/OpJ7srek

  176. Everyone loves e-books, but no one wants to lend them — Tech …: Amazon is trying to reinvent the library by of… http://t.co/eb9U3QrL

  177. Everyone loves e-books, but no one wants to lend them — Tech …: Amazon is trying to reinvent the library by of… http://t.co/67wkMphS

  178. Everyone loves #ebooks, but no one wants to lend them http://t.co/SIoerE0j

  179. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  180. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/LPKjtq2Y

  181. Everyone loves e-books, but no one wants to lend them http://t.co/V2nBZb3c

  182. Great great point made here–@jwalsh61: RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/JEyYm1b7”

  183. veronique meffert Thursday, November 24, 2011

    Only a matter of time? RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/QrTtc39l

  184. Marko Podboršek Thursday, November 24, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/7kGmHUxm

  185. Gabriel Gasparolo Thursday, November 24, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/UGWMldww

  186. RT @gigaom: Everyone loves e-books, but no one wants to lend them out http://t.co/ORwBbMjJ

  187. Go @wattpad go! “@Madriz: Everyone loves e-books, but no one wants to lend them – http://t.co/JBncJIKZ some dinosaurs die hard”

  188. RT @allenlau: Go @wattpad go! “@Madriz: Everyone loves e-books, but..”- http://t.co/93IsYisG some dinosaurs die hard”

  189. Everyone loves e-books, but no one wants to lend them http://t.co/lWHEKqkY

  190. Everyone loves e-books, but no one wants to lend them — Tech …: Amazon is trying to reinvent the library by of… http://t.co/Dp5Gemu4

  191. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  192. Kinakuta at cloud Thursday, November 24, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/PHezUSmC | Some models are not so easily ported to electronic versions

  193. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  194. RT @gigaom: Everyone loves #eBooks, but no one wants to lend them http://t.co/goRDmlEE I do, but I don’t count it seems!

  195. Judy O’Connell Thursday, November 24, 2011

    RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  196. Everyone loves e-books, but no one wants to lend them (gigaom) http://t.co/BIDBgsnG en wat n mooi plaatje….

  197. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/gk7yVNeG

  198. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  199. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  200. Everyone loves e-books, but no one wants to lend them http://t.co/qmfJmiE6 via @zite

  201. Everyone loves e-books, but no one wants to lend them http://t.co/luDicIeo

  202. Everyone loves e-books, but no one wants to lend them http://t.co/oHzyrmrw All books by @TheKarenJones are DRM free, the way it should be.

  203. Everyone loves e-books, but no one wants to lend them http://t.co/AHXt8De0

  204. Miguel Caballero Thursday, November 24, 2011

    RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  205. Katherine Mitchell Thursday, November 24, 2011

    RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  206. RT @mcleod: Everyone loves #ebooks, but no one wants to lend them http://t.co/RZCVGC9h

  207. RT @gigaom: Everyone loves e-books, but no one wants to lend them http://t.co/fpKPbddg

  208. Jeanine Deckers Thursday, November 24, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/1yln61xk

  209. Patrick 23 Dingen Thursday, November 24, 2011

    RT @Tenaanval: Everyone loves e-books, but no one wants to lend them http://t.co/1yln61xk

  210. RT @hopkinsdavid: RT @gigaom: Everyone loves #eBooks, but no one wants to lend them http://t.co/goRDmlEE I do, but I don’t count it seems!

  211. Amazon loves to push the boundaries… and inevitably piss off the publishers. #goamazon http://t.co/ndqKNAYQ

  212. Everyone loves e-books, but no one wants to lend them [Company News] – http://t.co/Judfqqux – from @Taptu

  213. Everyone loves e-books, but no one wants to lend them http://t.co/OE8YMR9I

  214. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  215. Harrison Slowde Thursday, November 24, 2011

    RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  216. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  217. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  218. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  219. Everyone loves e-books, but no one wants to lend them http://t.co/wTEXrw2o

  220. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  221. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  222. Guadalupe Blaise Thursday, November 24, 2011

    RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  223. RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  224. Humphrie Denzill Thursday, November 24, 2011

    RT @louiebaur: Everyone loves e-books, but no one wants to lend them http://t.co/ryszZTSw

  225. Interesting piece on lending libraries and publishers in the digital age. http://t.co/eNw6TXxG

  226. Everyone loves e-books, but no one wants to lend them http://t.co/QZiiLkkt

  227. Publishers would rather sell than lend. Well duh! http://t.co/qGtvHz7J

  228. Nobody’s lending e-books http://t.co/RGwdkkYy

  229. Everyone loves e-books, but no one wants to lend them http://t.co/g4eLJMoM

  230. Everyone loves e-books, but no one wants to lend them http://t.co/jPNyx1Ul

  231. Everyone loves e-books, but no one wants to lend them http://t.co/4W7vpQXT

  232. eBook publishers are having the same fear the movie industry had a few years ago and the music industry before that http://t.co/wc1UEF24

  233. Kirsten Winkler Friday, November 25, 2011

    Everyone loves e-books, but no one wants to lend them http://t.co/V4nzKJan

  234. RT @PeerIndex: Nobody’s lending e-books http://t.co/RGwdkkYy

  235. RT @KirstenWinkler: Everyone loves e-books, but no one wants to lend them http://t.co/V4nzKJan

  236. The problem with digital content is that it’s inherintly un-lendable. As soon as you copy it onto your e-reader, it’s a new version of the content. And no-one can take that away. Thus it’s an indefinate lending. So all lending needs to be seen as a sale. But since the cost of the medium is not part of the sale; you already own the memory it’s going to be stored on, all you need to pay for is the right to view the content. Thus the sale should reflect the value you put on the content in order to view it. The hard part is to be able to judge how valuable the content is before you see it! Here is where the social media ties in. The more buss a book gets, the higher the price can become, since more people seems to be interested in it.

    We really need to rethink our payment structure.
    You’ll pay initially for using the infrastructure. A small fee for keeping the servers accessible to allow you to copy the book (or song or video for that matter) and once you’ve read the book, you tip the author like you do to a waiter for the services rendered.

    It’s a different mindset, but it works in the dining business. So why not in others?