[beenBoutIT]

If this is true Apple's not going to be able to offer you valuable insight or recommendations based on your unique reading habits. It also means losing your device is saying goodbye to your data. You can't get insight without giving data.

[dchest]

Not sure if they do this, but recommendations can be encrypted on your device and stored on their servers. They can't read it, but if you lost your device, they are still available.