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Speaking as a non-parent (so far) but a proud nerd, I wonder why the big deal about incentivizing reading? It seems like a parent who instills the joy of reading in their child could also teach said child the ability to distinguish important goals like good grades, manners, and hygiene from less important ones, like how many books one reads when compared to other children in a limited geographic area. Obviously, I have no first-hand experience from the parents' POV, so I'm truly interested in the answer.
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"Give the public everything you can give them, keep the place as clean as you can keep it, keep it friendly" - Walt Disney
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