Anyway, the site is BookSwim.com
They are self-described as Netflix for readers.
BookSwim is the first online BOOK RENTAL LIBRARY CLUB lending you paperbacks and hardcovers direct to your house WITHOUT THE NEED TO PURCHASE! Whether it's New Releases, Bestsellers, or Classics, we've got 80,000 titles to choose from, with FREE SHIPPING BOTH WAYS! Read your books as long as you want -- no late fees! Even choose to purchase and keep the titles you love!
It sounds like an interesting ideas. Especially for those books you read fast and then look to give away because you don't want them to take up precious shelf space. (Think chick-lit or airport reads.) The site is in beta right now and I am hopeful that there will be two improvements:
1. More options in pricing plans like Netflix has. Right now the options are limited and the price is a little high for more books than I could read in a month. I would like to see something more like $5.00 a month for 2 books like the lowest level Netflix plan.
2. More new titles. The selection looked current, but not up to the minute.