Maybe it's the difference between public/school and academic librarianship? I just don't think about my job as spreading the love of reading. Spreading the love of research, maybe. And of problem solving and critical thinking. Reading for pleasure just isn't an area of my job -- for me or my patrons. (which isn't to say that neither my patrons nor I read for pleasure -- just that it isn't within the scope of my library. we don't rent McNaughton's or buy 'pleasure' reading, the budget's too small)