[jonhendry]

"You say that a site allowing lenders to be matched to borrows would... what? You can only loan each book once."

Yes, but everyone with that ebook can lend it once. Matching sites like the one under discussion make it more likely that an ebook will be lent, than would be the case if the customer were just lending to friends (I know I have books that are of no interest to any of my friends, so without a matching service, I would never lend them to anyone.)