BookRix - Embedding Books?

Alright, I still need to do the due diligence (legal-ese for making sure something that a client is buying is up to snuff/ has no hidden pitfalls) on this site, but if it is what it says it is, then this looks to be a very, very interesting new way to market books/stories. (Ah, serendipity... how I love thee.)

At the Tools of Change for Publishing Community, I ran into a post advertising a site called BookRix which dubs itself as "an internet portal and the first book community where anyone can place their own books, short stories, poems etc. to be promoted on the web, just like a published piece."

OK, nothing special so far - just another manuscript display/peer critiquing site right? Writer Beware Blogs has an article to that effect. It's not the "put your unpublished works up here and be discovered" part that intrigues me: it's the fact that, from the looks of things, the site allows you to create something akin to a widget in the form of a picture of the title page of the story which, when clicked, opens up a new window that allows a user to read the story using an interface that tries to emulate a physical book. This can then apparently be embeded in websites/social networking pages and spread in that manner.

Haven't given it a whirl yet, but I just might to see how it goes. No analysis of the terms and conditions yet as they are particularly obtuse (the site originated from Germany I think and the terms were translated awkwardly.)