Rather than launch a "What I'm Reading" application for Facebook or MySpace, Chapters/Indigo has launched their own social network built around book recommendations, reviews, and wish lists, all linked to their own inventory of course. once you click on the green "community" tab on their front page, you can create your own profile complete with photo, blog posts, and lots and lots of lists, including your favorites, top 10 lists, and recommendations for books, DVDs, and music albums. From there you can add friends, create or join a book club or similar group. The site has only just gone live recently and to kick things off, they've recruited a number of Canadian celebs to create profiles including Bret Hart, Rick Mercer, and our own Ben Mulroney. If there's one distasteful aspect it's that every community page is also a store page, you never leave the store menu at the top, a constant reminder that you're hear to shop as much as chat.