There's still no asterisk and still no link to the fine print. That fine print is crucial in understanding this feature, because it's an incredibly limited feature. You can't just “loan” any ebook out to friends, and on the titles you can lend, the feature is permanently disabled after one attempt. None of this is being made clear to first time shoppers who aren't savvy to how restrictive and anti-consumer some publishers are when it comes to ebooks.

So I disagree with your assertion. The company is still trying to hide the way it works, which is unfortunate. To get the details on how this feature works, you have to click four links in a row from the front page: The FAQ, then the Getting Started Guide, then the Managing Your Library section, then the “How Does LendMe Work?” header. All that instead of simply a “more info” link from the font page, or a rollover link that would pop up a small box with fine print.

There's still no asterisk and still no link to the fine print. That fine print is crucial in understanding this feature, because it's an incredibly limited feature. You can't just “loan” any ebook out to friends, and on the titles you can lend, the feature is permanently disabled after one attempt. None of this is being made clear to first time shoppers who aren't savvy to how restrictive and anti-consumer some publishers are when it comes to ebooks.

So I disagree with your assertion. The company is still trying to hide the way it works, which is unfortunate. To get the details on how this feature works, you have to click four links in a row from the front page: The FAQ, then the Getting Started Guide, then the Managing Your Library section, then the “How Does LendMe Work?” header. All that instead of simply a “more info” link from the font page, or a rollover link that would pop up a small box with fine print.

Do I wish I could loan a book more than once? Of course. Do I still love the feature in spite of it's restrictions? Absolutely.