Could a Rabbit upstage Amazon?

Saw an interesting story in the business section of the Daily Telegraph about a rival to Amazon launching called BookRabbit.com. The idea is that it will apparently include a social networking side to its operation as well as allowing people to buy books. I clicked onto the site and you have to be invited to try out the beta. Let's see if I get my invitation and what this wonderful world of buying books and sharing thoughts with "like-minded people" is like...