Sadly, Jo was kidding.
Buuuut Happy World Book Day, a celebration of authors, illustrators, books, and READING. According to the website below, 14 million children under the age of 18 are given vouchers, these vouchers will then turn into books at any local bookstore. The children are allowed to pick one of ten choices. It is just a way of getting children into new content and new authors, it allows them to explore and divulge into different reading categories, it gives them a free book, and hence, a new world to explore.
http://worldbookday.com/about/
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