Three years ago, I wrote here that “libraries are so valuable that they attract voracious new competition with every technological advance” (see “Libraries, Ebooks, and Competition,” LJ 8/10, p. 22–23). At the time, I was thinking about Google, Apple, Amazon, and Wikipedia as the gluttonous innovators aiming to be hired for the jobs that libraries had been doing. I imagined Facebook and Twitter to be the sort of competitors most likely to be attracted by the flame of library value. But it’s the new guys that surprise you. To review the last three years of change in the library world, I’d like to focus on some of the start-ups that have newly occupied digital niches in the reading ecosystem. It’s these competitors that libraries will need to understand and integrate with to remain relevant. In order of maturity, from already exploded to just emerging: goodreads, wattpad, readmill, sipx, Zola Books.