. >> yesterday, we heard a gentleman by the name of michael sandell, and he spoke to us about what money can't buy, the moral value of markets, and he was giving us an example of four people in the country, offering the kids a dollar or two dollars to read a book, and then he asked the the audience how they felt about it, and it was about 50/50 that half of them felt it was a great idea; it was not a good idea at all. i wonder what you thought of the idea. have you read about it? >> i haven't, but i think creativity is what's needed to get kids reading. there's a woman i read about, a teacher in texas, and she has a bubba, a book club for boys, and they read gross books. they love it. they call themselves bubbas, and they make fun of themselves. >> she doesn't pay them? >> no, she doesn't. i hope that's the last thing you'd have to do, but, you know, i can't say i'm against it, but maybe there's more imaginative ways. >> okay. >> the key is not really that they read a book. the key is that they build a habit so that they continue to read stuff. it's just not enough to get them to read on