Obviously, we can't FORCE people to do this, however...
Once a month, or so, someone recommends a book (or a book is selected another way) and we read it. Then post on here what we think about it, and where its going. Price limits could be set so we're not out of pocket too much. And if the book sucks, the user gets paper cuts in between his fingers. If he has webbed feet and fingers, the paper cut goes all the way down.