PcWorld reported on a new service called eBookFling, which organizes users of lendable e-books in order to encourage more swapping of the texts. Under the free service, users simply list the e-books they have available to “lend,” and connect with users that have e-books they want to “borrow.” Interestingly, the service’s press release notes that Amazon and publishers are probably going to have a negative response, and says publishers may even choose to make fewer books available for lending. However, the company doesn’t really respond to these points with explanations for why they think that what they’re doing is fair in any way, other than saying that consumers that sample a book may choose to pay for it on their own (a fairly common claim among people who illegally upload music).